A key element of Profit Rank's service offering exploits the connection between Organic and Sponsored Search Marketing.

The concept is simple: targeted content is going to be chock full of keywords that represent the current state of a client's market. Some of those keywords may not yet have emerged into general popularity, and can be had for cheap. We buy those.

Online media firm iCrossing has now taken the concept a step further, by conducting a quantitative study of the synergy between the two. In other words, what is the effect on common metrics if a site shows up in Organic and Sponsored Search results, side by side?

The graph below tells the story:

Performance Advantage of Dual
Search Results Over Organic Alone

The full study is available with a registration in PDF format from iCrossing's research repository.