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The synergy between paid search (SEM) and natural or organic search (SEO) remains a popular topic due to the many benefits a business can experience from their synergies.
From leaning on organic results to offset paid search costs to using paid search targeting settings to tailoring results to distinct audiences, opportunities abound for organic and paid search synergy.
Google’s move this year to prioritize broad matches within paid search creates even more urgency for natural and paid search synergy.
With less control over paid search results, there is a greater chance of paid search campaigns cannibalizing natural search efforts.
Marketers who do not regularly review organic and paid traffic share side-by-side will be surprised to find that paid search has expanded to capture more traffic from new query results, which may not convert well and need to be exluded.
With this shift in the paid search landscape, develop a holistic search strategy. Follow these six steps to ensure you address all new paid search implications for organic search.
Before developing strategies for prioritizing natural and paid search efforts, it will be important to take several foundational steps and analyze how your site analytics trends.
1. Restructure Your Paid Search Campaigns
First, ensure that your paid search campaigns...
Read Full Story: https://www.searchenginejournal.com/holistic-search-strategy/456046/
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