In the current digital marketing environment, taking a comprehensive approach to search marketing is essential. By eliminating barriers between teams and identifying commonalities between paid and organic search, you can optimize your digital shelf space.
Here are three essential steps for developing a successful comprehensive search approach.
First: Comprehend the effectiveness of combining your paid and organic search approaches.
Integrating your SEO and SEM strategies can be a powerful tool for your marketing efforts. By understanding the unique advantages of each approach, you can identify gaps and create a cohesive strategy that maximizes your digital shelf space. This includes owning a higher market share of a SERP through:
- Paid and organic results
- People Also Ask (PAA)
- Stories
- Local map packs
- The AnswerBox
- Video carousels, and more.
Once you have reviewed your digital shelf space and identified triggering keywords, you can merge strategies and synchronize messaging across various channels such as
- Organic site pages
- Paid search ads
- Social media
- Display, email and
- Thought leadership.
This can be achieved by carrying messaging across the entire funnel.
- Enhancing impression share with dual rankings.
- Driving paid to organic to increase the positive impact.
- A modification of the bidding strategy for branded versus non-branded mid-funnels and lower funnels
- Integrating paid and organic approaches.
Step two involves comprehending the functions played by your marketing channels.
Understand the roles of your marketing channels and leverage them for the user’s different stages and behavioral needs. Always consider your customer’s needs, preferences, and behaviors. Knowing each channel’s defined role means you’ll know what to expect and measure in each corresponding stage.
Step three involves implementing a search program that is connected.
Develop a connected search program by measuring and identifying key themes, and developing bid strategies to attack SERP positions and journey milestones together.
For branded search, focus on maximizing conversion and reducing leakage by occupying a secondary position. Use a neutral test bed site, in this approach, to push down competitors.
In non-brand search, segment intents by conversion potential.
Developing a comprehensive search approach is crucial for businesses in today’s digital marketing landscape. By integrating paid and organic search approaches, leveraging marketing channels, and implementing a connected search program, businesses can maximize their digital shelf space and improve their online visibility. Following these three essential steps, businesses can create a solid and effective search marketing strategy that drives traffic, conversions, and revenue.
