Is Seo Sea synergy a myth?
Our data and common sense tells us a simple thing. SERP has lots of slots for brands to cover. Some are paid, some are organic. The more space you cover in the visible slots the more chances you have for a high CTR in search.
Google Search has the purpose to deliver relevant results for the user's query. This is their mission and they need to stick to the relevance of Google search results, no matter if they are organic or paid. So they will sort by relevance the results for each search.
The user will get to see on top, in the most visible part of the page the best search ads and the best organic results possible given the expected intent.If your brand covers 2 slots, paid and organic, your visibility is higher, but you also have a cannibalization effect for the two channels. That translates in Google Paid Search taking traffic from the Google Organic Search.
![Google Search Test Paid Organic Synergy](https://cdn.prod.website-files.com/63a08ef3b78efec0d1a442b0/64f37d1d8a3d2877d1ee2dc8_test%20value%20sea%20seo%20synergy.png)
This is a good thing if your goal is high visibility and your SEA budgets are very generous. But if you would like to get the most out of your budget we recommend reducing the cannibalization effect and maximizing overall Google Search Channel results.
We've done tens of manual SEA Seo cannibalization tests. Now we are confident enough that it works and we developed automatic synergy tests that work on a daily basis through API making sure we get the most out of the SEA budget, increase organic CTR and overall search results.