While I found that article well written and informative, I do not believe it to be entirely accurate. For example, CTRs are normalized for the position, however, I’ve never heard of it being normalized by match type. The author offered no credible sources for his claims and I’ve never heard of this from any official source. If you know of a credible source then I’d love to learn about it. I think it would be more accurate to say that keywords of different match types are treated as different keywords and as such there is no need to normalize by match type.
Several other issues seemed to be only partially correct in my opinion, but let’s deal with one issue at a time, shall we? Did you agree with the author’s assertions?
I find that article to contain information that is only partially correct. Myth #1 states: ” Spending money on Google AdWords will influence my website’s ranking in Google’s free search results.”
While Google does not artificially boost your organic rankings when you participate in their PPC program, the fact is that any type of advertising, or promotion, increases targeted traffic and this tends to have an influence on naturally gained backlinks, which in turn improves organic rankings. Promoting your website is one of the most effective ways to increase your organic ranking and PPC advertising is one of the most effective methods of promoting your website. Therefore, AdWords advertising is an excellent method of promoting and advancing your organic rankings.