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Substitution
Stop paying for keywords you can win
Cluster-by-cluster substitution plan: which non-brand keywords organic can take and what budget gets freed.
Most paid budget pays for keywords organic could win. We coexist with your paid team to substitute, defend and reallocate — measured in CAC and incrementality, not impressions.
Paid and SEO are the same channel from the customer's perspective. We operate them as one front, not as rivals fighting for credit.
Cluster-by-cluster substitution plan: which non-brand keywords organic can take and what budget gets freed.
One dashboard showing acquisition by query, regardless of which channel captured the click.
Run holdout markets or query groups to measure true incrementality of organic vs paid.
When AIO shows up, paid CTR drops. We defend the position with citable owned content.
We attend your paid weekly so substitution and defense are coordinated in real time.
We accept paid's attribution model and work alongside it — not against it.
Branded queries are the first front: we protect them before going after non-brand.
We don't claim credit for branded clicks. We claim credit for substituted paid spend, measured.
Sometimes — and that's the point. Substitution lowers CAC. We design the program around incremental clicks, not double-counted ones.
Substitution plan, blended attribution and brand SERP defense — coordinated with your paid team.