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Yes, our subject matter experts who write content have multiple degrees and belong to professional associations. The author bios were originally kept short, so I may have to fill them out a bit, but they're definitely the "real deal" when it comes to their expertise and credentials. Thank you for your insights!

Usually you just see which search terms (a more specific subset of keyword data) are working really well for you on PPC. You then exclude those specific search terms (NOT the whole keyword, which may be at least partially matched) from your bidding strategy. Note that this is only a good idea if ONLY you have ads for the term (otherwise you lose your ad, and some users may click on competing ads instead of your organic listing - bad). In modern times most people just go full-balls down both channels, which in the end is probably best - as it's so fiddly to get right, that the time spent doing so often exceeds the cost-efficiency yield

I'll look into a/b testing. Thanks again!