Adopting a multi-channel, holistic approach to search marketing is essential in today’s digital marketing arena.

Breaking down silos between teams and discovering collaborative strategies for aligning paid and organic search is critical to optimizing digital shelf space.

I recently moderated a webinar on May 10th featuring Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank.

During the webinar, Cichanski and Wilson showcased the fusion of insights and data from paid and organic channels, crafting a unified search strategy that elevates online visibility.

Step 1: Embrace the Synergy of Merging Your Paid and Organic Search Tactics

SEO and SEM play distinct roles, offering unique advantages and perspectives.

These differences allow us to identify gaps that exist within each marketing approach.

When implemented cohesively, these two channels complement each other exceptionally well, leveraging their strengths.

So, how can you harness the insights provided by the data from each approach?

How can you capitalize on the potential of these channels without expanding bandwidth?

One effective method is by optimizing your digital shelf space.

Begin with Maximizing Your Online Presence

Amidst paid results, organic listings, People Also Ask (PAA), stories, local map packs, the AnswerBox, video carousels, and various other segments within a SERP, there exist numerous avenues to command a larger market share. When developing a unified strategy, it’s essential to consider the following steps:

1. Assess the complete digital shelf space available.
2. Understand which keywords trigger specific content.
3. Create assets to secure space across different platforms.

Next, align your research and messaging across various digital channels such as organic site pages, paid search ads, social media, display ads, email campaigns, and thought leadership. You can accomplish this by:

1. Consistently conveying messaging across the entire customer journey.
2. Leveraging dual rankings to enhance impression share.
3. Amplifying the impact by driving paid traffic to organic content.
4. Adapting bidding strategies for different stages—branded, non-branded mid-funnel versus lower funnel.
5. Establishing a unified foundation that bridges the gap between paid and organic strategy.

Step 2: Define the Purposes of Your Marketing Channels

Defining the roles and anticipated contributions of each channel optimizes their effectiveness.

However, before commencement, prioritize customer-centricity. Always factor in your customer’s needs, preferences, and behaviors.

Subsequently, harness each channel to cater to the user’s distinct stages and behavioral requirements. Understanding the designated role of each channel equips you to anticipate and measure corresponding objectives at each stage.

Step 3: Establish a Unified Search Program

To optimize contributions and comprehend the roles and expectations of each element, approach the SERP positions and journey milestones collectively by:

1. Assessing and measuring them as an interconnected whole.
2. Identifying pivotal themes throughout the user journey.
3. Formulating bid strategies aligned with these journey milestones.

Boost Conversions through Paid Branded & Non-Branded Search

For Branded Search, prioritize enhancing conversions and minimizing loss by securing a secondary position from a neutral test bed site to displace competitors.

In essence, attaining a prominently visible listing enables pushing competitors down from the top.

In the case of Non-Brand Search, an effective strategy involves segmenting intents based on their potential for conversion.

If you’re finding everything challenging and perplexing, why not explore our monthly SEO packages? Let our experts assist you through the process.