In case you haven’t noticed it, one of the changes Google has instituted has been having an impact on certain niches of SEO. Google replaced PPC ads on their search pages with “latest posts” from Google+. For PPC users, this is a much bigger deal than Google is letting onto because that placement on their search pages is often one of the best places to get traffic from. The question is, what do you do now?
The first thing that SEOs are advocating is tracking how much your PPC traffic has changed since this conversion. If clicks are down and not providing you with a solid percentage of conversions, you may want to look beyond PPC in the near future. If however you are static, why rock the boat? There is a movement that it is better to swarm Google+ with links in the hopes it winds up in the “latest post” category, but so far the results for that have been poor.
The best option according to a number of search engine specialists has been to start focusing more on organic SEO with an eye toward semantic algorithms Google is moving toward. PPC is still a valid option, but losing placement on Google’s search pages is a big blow. It’s understandable that Google is looking to increase traffic to their own platforms, but for those who like a little variety and depend on PPC, this is a harsh blow.