The latest news from search giant Google is a new indexing system called Caffeine. The benefits of this is new “under the hood” way of mapping your organic search results are larger content stores, faster returns and more relevant or up to date results. For more information on how this will impact natural search see the August 21 Search Engine Perspective Article on the subject.

For anyone wondering how this will impact PPC advertising on Google, the answer is not much yet. Paid search and organic search algorithms on Google are quite separate from one another. Google’s paid search Quality Score based algorithm remains in place and unchanged for the time being. In an interview with Google’s Matt Cutts, it was mentioned that the purpose of this infrastructure upgrade is to allow Google to continue to evolve as a search engine, which does speak of more change to come; perhaps including upgrades to AdWords as we know it. One possibility would be the progression of geo-targeting capabilities and personalized search results based on location, which would alter how we as paid search marketers look at local campaign strategy.

That brings us to the main question. While no announcements have been made regarding any change to the SEM algorithms in relation to Caffeine, how can we adjust overall to accommodate the shifts we’re likely to see organically? Google’s position is that the everyday searcher will see little difference in their search results but that “power-searchers” or industry professionals (and our clients) will notice the shifts. What can we do to enhance positive shifts and offset negative shifts while this latest ranking roller coaster settles? A corresponding paid search campaign.

In a ClickZ article by Kevin Lee, we are reminded of the importance of integrated search engine strategies, particularly during times of algorithm transition. Natural search engine rankings often require cultivation and time to reach optimum levels and are well worth the effort, as they will provide the bulk of search engine traffic at little cost. However, one algorithmic change can send a listing back to the second page or knock you from the results for core terms completely. When optimization efforts are coupled with paid, you’re able to move quickly to reclaim any lost organic real estate with a sponsored ad as well as capitalize on any positive movement by maintaining high visibility in both places, driving lifted traffic volume for both. Paid search is 100% customizable and can maneuver rapidly to cover in any holes or losses on the organic side, buying you…literally…some time to regain natural relevancy while continuing to benefit from presence on those terms.