SERP topology.

Very interesting article.

PPC verses organic SEO topic

I would say it's more about Knowledge Graph vs. PPC vs. Organic results.

I have noticed that Scheme data seem to be an underrated factor on BHW. I have a hunch that it's more influential then people think.

With that said... It's pretty impressive that they have been able to increase Adwords revenue by such a large factor.

So what's the takeways for us?

Which one do you prefer?