netmeg - 8:35 pm on Apr 22, 2013 (gmt 0)
@randle/netmeg - On multiple results paid / organic, - brand folks I speak with that have very large accounts, used to hold the view that multiple results paid/organic were a cannibalization concern, which prompted my question. Search layout has changed since I last spoke, with more Google assets splitting up the landing pages. The previous metrics/ROI's didn't justify it, they even had issues with affiliates duplicating their slots.
I've never held those views on cannibalization, nor been convinced by our numbers that it was a problem. And we don't have affiliates.
As it happens, the main site I'm working with is an EMD for the entire niche. About ten years ago, I convinced them to change the name of the company to be the same as the EMD (mostly for alphabetical reasons at the time - directories tended to list things alphabetically back then) and since that was also the name of the niche, good times abounded. (It was an accident, but it worked)
The bottom line is, however they find us, we're happy to get them, and we're not worried about cannibalizing organic results. If the organics completely went away tomorrow, it would be a blow, but we have enough other channels going (including PPC, email, an 84 page print catalog, other stuff), and we probably focus more on retention than acquisition anyway. So we would be pissed, but we wouldn't be out of business.