A holistic, multi-channel approach to search engine marketing is a must in today’s digital marketing space.
You can maximize digital shelf space by eliminating silos between teams and finding synergy 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 showed how to combine insights and data from paid and organic channels to create a cohesive search strategy that improves online visibility.
Here is a summary of the webinar. To access the entire presentation, fill out the form.
Step 1: Learn the power of integrating your paid and organic search strategy
SEO and SEM each have different roles, places and benefits.
But these differences help provide insight into the gaps presented by the other marketing school of thought.
Therefore, these two channels can work very well together as long as there is a coherent strategy that integrates their two beneficial aspects.
So how can you understand the data that each process brings in?
How can you harness the power of these two channels without having to increase bandwidth?
One way is to start maximizing your digital shelf space.
[What is digital shelf space?] Find out – Access the on-demand webinar instantly →
Start maximizing your digital shelf space
Between paid results, organic results, People Also Ask (PAA), stories, local map packs, the AnswerBox, video carousels, and more, there are many areas where you can own higher market share of a SERP.
So, when thinking about a cohesive strategy, you need to consider the following steps:
- Check the total digital shelf space.
- Know which keywords trigger what.
- Build assets to acquire them.
[Discover how to do each step] Access the on-demand webinar immediately →
After going through these steps, you can now start merging strategies.
Bring different tactics together
Next, focus on syncing your research and general news across organic website pages, paid search ads, social media, display ads, email, and thought leadership.
You can do this by:
- Transport the message down the funnel.
- Use dual rankings to increase impression share.
- Increasing the halo effect by switching to organic products.
- Changing bid strategies for branded and non-branded mid-funnel vs. lower.
- Discover and build common ground between paid and organic products.
[Dive deeper] Access the on-demand webinar immediately →
Step 2: Understand the roles of your marketing channels
Understanding the roles and expectations for each channel prepares them for maximum contribution.
But before you start, you should realize that customer focus is crucial. Always consider the needs, preferences and behaviors of your customers.
Then leverage each channel for different phases and behavioral needs of the user.
When you know the defined role of each channel, you know what to expect and what to measure at each stage.
[Learn how HomeEquity Bank leverages each channel] Access the on-demand webinar immediately →
Step 3: Deploy a networked search program
To understand the roles and expectations for maximum contribution, start by attacking the SERP positions and journey milestones together by:
- Measurement You together.
- Identify Key issues along the journey.
- Development Bid Strategies.
[Learn what each step entails] Access the on-demand webinar immediately →
Increase conversions with branded and non-branded paid search
Regarding brand searchFocus on maximizing conversion and reducing leakage by taking a secondary position to a neutral testing site to edge out the competition.
In other words, you can push the competition off the top with a highly visible listing.
in one Non-Branded SearchA good approach is to segment intents by conversion potential. This quadrant explains this better:
[Find out how HomeEquity Bank gains 20% additional conversions through partnerships, increasing search presence and click volume] Access the on-demand webinar immediately →
[Slides] 3 steps to building a successful holistic search strategy
Here is the presentation:
Featured image: Paulo Bobita/Search Engine Journal