You're investing in content, backlinks, and technical SEO to earn organic rankings. But if your paid search campaigns are running on the same terms, you may be paying for clicks you already own — and quietly suppressing the rankings you've worked to build.
Better measurement is the difference between a great SEO strategy and a great-looking report. WebFusion shows you the full picture.
SEO Fundamentals
Search engine optimisation is the practice of improving your website's visibility in organic search results. Google's algorithm evaluates hundreds of signals — but these are the ones that move the needle.
Technical SEO
Site speed, crawlability, Core Web Vitals, schema markup
On-page optimisation
Title tags, headers, keyword targeting, internal linking
Content quality
Depth, relevance, E-E-A-T signals, user intent match
Backlink profile
Domain authority, topical relevance, anchor text diversity
User experience signals
Dwell time, bounce rate, CTR from search results
Brand & E-E-A-T signals
Author authority, citations, brand search volume
Link Building
A backlink from a trusted site tells Google that your content is worth ranking. But not all backlinks are equal — here are the strategies that actually move rankings.
Earned naturally when high-quality content is cited by journalists, bloggers, or industry publications. The most valuable type — but the hardest to scale.
Writing content for third-party sites in exchange for a backlink. Effective when the host site is topically relevant and has genuine domain authority.
Pages that curate useful links in a given niche. Outreach to relevant resource pages can secure high-authority links for genuinely useful content.
Identifying broken outbound links on authoritative pages and suggesting your content as a replacement. Time-intensive but consistently effective.
Creating data-led stories, surveys, or tools that journalists want to cover. Generates links from high-authority news domains at scale.
Industry-specific directories and membership sites. Lower individual value, but collectively they reinforce topical relevance and local authority signals.
Building backlinks raises your authority — but authority only translates to traffic if you're ranking for the right terms and users are actually clicking through. If your PPC campaigns are competing on the same terms, a portion of the organic traffic you've earned through link building will be displaced by your own ads. The link works. The click goes to PPC. The SEO ROI is invisible.
You're investing in backlinks and content to earn organic traffic. Our cannibalisation tool shows you exactly how much of that traffic is being intercepted by your own paid campaigns — term by term.
The Hidden Problem
PPC and SEO teams operate in separate worlds. That separation is costing your clients money — and making your own results look worse than they are.
When you run PPC on terms you already rank #1 for organically, you're paying for clicks you'd have received for free. The incremental value is often zero — or negative when you factor in the cannibalistic displacement.
Counterintuitively, aggressive PPC on branded terms can signal to Google that the paid result satisfies intent — reducing the perceived need for a high organic ranking. Over time, organic positions quietly drift.
Your SEO agency reports on rankings. Your PPC agency reports on ROAS. Neither is incentivised to reveal that their work is undermining the other. Without cross-channel measurement, this conflict stays hidden forever.
If you don't know the interaction effect between PPC and SEO, you're allocating budget based on channel-level metrics that ignore the most important variable: overlap. The result is systematic overspend.
Ask the question your agency isn't
Your organic rankings look fine. Your ROAS looks fine. But the two are interacting in ways neither report will show you. WebFusion does.
Better Measurement
The best SEO strategies aren't just about rankings — they're about proving incremental value across the full search mix.
Separate the clicks you've genuinely earned from the clicks that would have come through PPC anyway. Show your client what SEO is actually worth — without PPC inflating or stealing the credit.
Identify the exact terms where PPC spend should be reduced because organic is already winning — and reinvest that budget in genuinely incremental opportunities.
Detect the early warning signs of PPC-induced organic suppression before it compounds. Act when the data tells you to — not months later when the damage is obvious.
Clients are tired of hearing SEO and PPC explain why the other channel is the problem. WebFusion gives you the cross-channel data to be the team that actually solves it.
How WebFusion Works
Link Search Console and your ad platform via secure API. We normalise the data into a unified time series across all your key terms.
Our statistical model separates cannibalisation from natural correlation — isolating the genuine causal impact PPC has on organic performance, not just coincidence.
A clear High / Medium / Low cannibalisation score per term, with trend data and spend recommendations. Share it with clients, act on it with confidence.
You're building rankings in one channel while inadvertently undermining them from another. Start measuring the interaction — and start making every pound of search budget work harder.