An SEO–SEA experiment is a controlled, time-based test that measures how organic and paid search interact at query level, with the goal of proving incrementality rather than correlation. Unlike SEO-only or SEA-only tests, SEO–SEA experiments evaluate total search performance when paid visibility changes in the presence of organic rankings.

Growth that comes from understanding search demand, showing up consistently when people look for answers, and building visibility that compounds over time. Search is still where demand reveals itself. Google still matters. And AI search did not replace SEO. It changed how SEO works nd we call it GEO.

Most media plans are judged too quickly. Ahead or behind. Green or red. Good or bad. The problem is that a media plan is not a snapshot. It is a system evolving over time. And without understanding how it moves, the numbers alone can easily lead to the wrong conclusions. That is why a proper media plan analysis should not start with absolute deviations, but with pacing.