Perpetual Traffic Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)
Jan 6, 2026
Joining the discussion is John Moran, a digital marketing expert at Tier 11, renowned for his work in ad strategy and the innovative feeder strategy. He highlights why many brands misinterpret their organic traffic as purely SEO success. John explains how paid ads significantly boost branded search and presents the myth of impression share. He dives into practical insights, like testing hook rates safely, using Google Search Console for brand lift measurement, and how to effectively scale multiple products using feeder strategies.
AI Snips
Chapters
Transcript
Episode notes
Organic Conversions Often Follow Paid Discovery
- Organic search often appears to outperform paid because most organic conversions are branded searches triggered downstream of paid/social.
- John Moran: "organic is not truly organic" because users frequently discover brands via paid channels then Google the brand name.
Measure Brand Lift With Search Console Impressions
- Use Google Search Console impressions for brand-lift, not just clicks or last-click revenue.
- Compare impressions over time to measure if more people are searching your brand name after marketing activity.
Impression Share Isn't A Linear Lever
- Search impression share is not linear and changes with keyword breadth, match type, bids and available demand.
- Doubling budget rarely doubles impression share because eligibility and audience size also shift.