Organic and paid search channels are huge sources of traffic for websites (roughly 68%), yet few marketing teams know how to align the tactics, insights and goals of both effectively. This is why so many search professionals speak of implementing holistic strategies.
“Building a holistic search strategy can be tricky,” said Hannah Johnson, associate SEO manager at Merkle, at SMX Next. “You have to be able to get buy-in, determine your needs and work together as a team.”
Holistic search strategies combine the keyword, audience and industry data from organic and paid channels to better address customer needs and, ultimately, increase ROI.
“When our paid and organic teams work together, we see results,” said Johnson. “This ranges from a variety of industries, ranging from retail to B2B and much more. We see increases in conversion, decreases in cost-per-click and the overall search knowledge increases between both teams.”
“Holistic search drives incremental growth, time and time again,” she added.
Despite the proven benefits of these cross-channel search strategies, many marketers have difficulties adjusting their frameworks or convincing the rest of the team to adopt them. To help address these issues, Johnson and Duvall provided three helpful ways marketers could create effective holistic search strategies.
Identify opportunities for organic and paid search to work together
“The first thing that we want to do is identify initial opportunities,” said Johnson. “We want to get...
Read Full Story: https://searchengineland.com/how-marketers-can-create-a-holistic-search-strategy-380124
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