Google's paid search algorithm is allowing the user to be the ultimate SEO. Based on user search behavior -- the type of links clicked on and the amount of time spent on a landing page after leaving Google -- your paid search ads become more relevant, undermining traditional SEO efforts to bring client sites to the top of the SERPs.

Google's paid search algorithm acts almost like a rating system. Google will discover the most popular sites based on user preferences, allowing it to serve highly relevant results based on paid search landing pages. As a result, search engines will likely start serving more sponsored links, and the organic links will start to fade away.

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