Adotoday’s multi-channel, holistic approach to search marketing in today’s digital marketing landscape is imperative.

By breaking down silos between teams and discovering ways for paid and organic search to collaborate, you can optimize digital shelf space significantly.

During a webinar moderated on May 10, Wayne Cichanski at iQuanti and Erin Wilson, VP of Marketing at HomeEquity Bank, showcased the synergy between paid and organic channels. They illustrated how combining insights and data from these channels crafts a unified search strategy, elevating online visibility.

Below is an overview of the key points covered in the webinar.

Step 1: Harnessing the Potential of Merging Your Paid and Organic Search Approaches

SEO and SEM operate with distinct roles, locations, and advantages, contributing unique insights into each other’s areas of strength.

These divergences offer valuable perspectives into the deficiencies of the alternative marketing approach.

These two channels synergize effectively when strategically aligned, leveraging their respective strengths within an integrated framework.

But how can you effectively leverage the insights from both processes without straining resources?

Maximizing your digital shelf space stands as a starting point. As you contemplate a unified strategy, consider these key steps:

1. Assess the entirety of your digital shelf space.
2. Understand the correlations between triggering keywords.
3. Develop resources for acquisition purposes.

Upon completing these phases, the convergence of strategies can seamlessly commence.

Merge Varied Tactics Seamlessly

Now, concentrate on harmonizing your research and consistent messaging across diverse platforms: organic site pages, paid search ads, social media, display ads, email campaigns, and thought leadership.

Achieve this by:

1. Implementing consistent messaging throughout the entire sales funnel.
2. Employing dual rankings to boost impression share effectively.
3. Amplifying impact by driving paid traffic to organic channels.
4. Adjusting bidding strategies to suit branded, non-branded, mid-funnel, and lower-funnel segments.
5. Unveiling and constructing a unified foundation bridging the gap between paid and organic channels.

Step 2: Grasp the Functions of Your Marketing Channels

Efficiently utilizing each channel requires comprehending their roles and anticipated contributions.

However, before initiation, recognize the pivotal role of customer-centricity. Constantly factor in your customer’s requirements, preferences, and behaviors.

Subsequently, leverage each channel according to various user stages and behavioral demands. Understanding the distinct roles of each channel ensures an understanding of the anticipated outcomes and measurable metrics at each corresponding stage.

Step 3: Establishing a Unified Search Program

For optimal contributions based on roles and expectations, approach SERP positions and journey milestones collaboratively:

1. Assessing them collectively.
2. Recognizing pivotal themes throughout the journey.
3. Crafting bidding strategies accordingly.

If navigating these strategies feels overwhelming, explore our monthly SEO packages—let our experts lend a hand and simplify the process for you.