Study Finds Integrating Paid and Natural Search Significantly Boosts Online Performance

The report also found other double-digit increases, including a 45 percent increase in actions, 44.9 percent increase in orders, and a 43.6 percent increase in page views. Visitors to the site rose by 40.7 percent and they spent 38.9 percent more time on the site.

The study also found that average position of keywords had the most impact of three variables in online performance. The other variables were keyword impressions and keyword spend. Researchers found that a highly ranked keyword used in both natural and paid search performed significantly better than other paid search keywords.