Some of this has to be tied to the evolution of ads in SERPs. They've gone from being on the right rail in a different format and different colors to being in t

Some of this has to be tied to the evolution of ads in SERPs. They've gone from being on the right rail in a different format and different colors to being in the results, with with a perpetually lightning yellow background so you know it's sponsored. Currently, I the only meaningful difference is it says "Ad." I used to work for a comparison shopping engine. The traffic was a mix of paid and organic search. We thought about using paid traffic to test page titles and descriptions for organic pages because it's not like users could tell the difference.