Let’s see a few examples and put things into context. Let’s assume my wife has frizzy hair and needs a shampoo to fix that issue. I want to buy her a present and, as a total novice in frizzy hair shampoos, I have no idea what to buy. Where do I start my search? I go on Google and type “best frizzy hair shampoo”. If I scroll past the 1 paid ad on top that is not relevant to what I need, I look at Google’s organic results and notice that 9/10 results are NOT product pages.
Only 1 result is a product page which is Amazon ranking because it’s a tech giant. I am probably not going to buy a shampoo on Amazon for my wife. Now we are Canada Phone Number List going to analyse this huge list of random articles. frizzy hair shampoo serp When I visit the first result, cosmopolitan.com, I suddenly notice that I am in front of paid placements. All of these brands listed on Cosmopolitan are paying to be there. This is the work of PR team from companies like Redken, Kérastase and Biolab, doing Digital PR campaigns.
If these are not PR campaigns, then these are affiliate links. cosmopolitan paid placements A huge attribution problem This means that Google is no longer a good fit for that e-commerce, top-of-the-funnel discovery searches. Because Google Analytics is set up by default to assign the sale to the last interaction attribution, Last Interaction attribution assigns 100% credit to the final touch points (i.e., Cosmopolitan) that immediately precede sales or conversions. Essentially, when users land on curated like Cosmopolitan, then often buy from one of listed brands, say Biolab, because they trust the brand association and because they were the first Google result.