Many things are considered when an architect designs a golf course. Elevation, undulation, trees, water, length, angles, and more all establish how a hole and an entire course should be played. In this sense, a golf course and a SERP (search engine results page) are quite similar. If you do the things that you are supposed to, you’ll be able to navigate the course with a successful score. This means accurate driving and good putting on the golf course, and likewise, it means search engine optimization and content creation on your website. Now there are other factors that can seem to influence the difficulty of a golf course: newer, bigger drivers, wind, technologically advanced golf balls, playing from closer tees, and more can all, in theory, make the game easier. But the fact is the original design still dictates your strategy, and there is no direct correlation between these variables and the difficulty or ease of the course. This is also true when it comes to your website’s organic rankings and the impact that Google AdWords does, or doesn’t have. Simply put, if you tee off with your brand new driver on the first hole, it doesn’t mean you’re going to win The Masters, and likewise, if you spend a million dollars on AdWords, your organic rankings aren’t going to shoot to the top of the page. However, there are ways that paid search can influence the organic landscape.