In today's digital marketing landscape, a multi-channel, holistic approach to search marketing is imperative.
You can maximize digital shelf space by eliminating silos between teams and finding synergies in how paid and organic search work together.
On May 10th, I hosted a webinar with Wayne Cichanski, VP of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank.
Cichanski and Wilson show how to combine insights and data from paid and organic channels to create a cohesive search strategy that increases online visibility.
Here is a summary of the webinar. To access the entire presentation, complete the form.
Step 1: Understand the Power of Integrating Paid and Organic Search Strategies
SEO & SEM each have a different role, place, and strengths.
But these differences provide insight into the gaps that exist in other schools of marketing thought.
Therefore, the two channels can work well together as long as there is a cohesive strategy that integrates their two beneficial aspects.
So how do you make sense of the data each process brings?
How can I harness the power of these two channels without increasing the bandwidth?
One way is to start maximizing your digital shelf space.
[What is digital shelf space?] Find out – access the on-demand webinar now→
Start by maximizing your digital shelf space
Between Paid Results, Organic Results, People Also Ask (PAA), Stories, Local Map Packs, AnswerBox, Video Carousels, and more, there are many areas where you can have a higher SERP market share.
Screenshot from iQuanti, May 2023So when you think about a cohesive strategy, you need to consider these steps:
- View total digital shelf space.
- Know what keywords trigger what.
- Build assets to acquire.
[Discover how to do each step] Access the on-demand webinar now→
After completing these steps, you can now start merging policies.
combine different strategies
Next, focus on syncing your research and common messaging across organic website pages, paid search ads, social, display, email, and thought leadership.
You can do this by:
- Send messages throughout the funnel.
- Use dual ranking to boost impression share.
- Increase the halo effect by driving organic pay.
- Modify bid strategies for brand, non-brand mid-funnel, and lower-funnel.
- Discover and build common ground between paid and organic.
[Dive deeper] Instant access to on-demand webinars →
Step 2: Understand the role of marketing channels
Knowing the roles and expectations of each channel allows them to make the best contribution.
But before you get started, understand that being customer-centric is critical. Always consider the needs, preferences and behavior of your customers.
Then, leverage each channel for the different stages and behavioral needs of your users.
Screenshot from iQuanti, May 2023Knowing the defined roles of each channel means you'll understand what to expect and measure at each corresponding stage.
[Learn how HomeEquity Bank leverages each channel] Access the on-demand webinar now→
Step 3: Provide a connected search program
To understand the roles and expectations of the greatest contributors, start attacking SERP positions and journey milestones collectively by:
- Measurement They are together.
- identify Key themes in the journey.
- develop bid strategy.
[Learn what each step entails] Access the on-demand webinar now→
Increase conversions with paid branded and non-branded search
about brand searchby taking a backseat from a neutral testing platform to bring down competitors, focusing on maximizing conversions and minimizing leaks.
In other words, you can push your competitors off the top with a high-profile listing.
in a non-brand search, a good approach is to segment intents by conversion potential. This quadrant explains it better:
[Slides] 3 Steps to Building a Successful Overall Search Strategy
Here's the presentation:
Image credits:
Featured Image: Paulo Bobita/Search Engine Magazine
