Just as nature abhors a vacuum, so too do marketers regard uncertainty. Despite years spent learning the ins and outs of SEO, no marketer knows the exact weight of the more than 300 variables calculated in Google search results—including Google engineers. The company’s advice has been relatively consistent on the matter—create high-quality original content and get inbound links from high authority sites—but this still leaves a lot to the imagination.

As someone who has always been on the agency side of things, I am used to the pushback against Display advertising in Google. The number one reason I hear why clients do not want to use them is that they typically do not perform as well as Search. Of course they do not. The user intent between the networks is completely different.