A comprehensive multi-channel approach to search marketing is essential in today’s digital marketing landscape.
You can maximize digital shelf space by removing silos between teams and finding synergies around how paid search and organic search work together.
On May 10, I moderated a webinar with Wayne Ciechanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, Vice President of Marketing at HomeEquity Bank.
Cichanski and Wilson show how to combine insights and data from paid and organic channels to create a cohesive search strategy that boosts visibility online.
Below is a summary of the webinar. To access the entire presentation, complete the form.
Step 1: Learn the power of integrating a paid and organic search strategy
Search Engine Optimization and Search Engine Marketing each have different roles, locations, and benefits.
But these differences help provide insight into the gaps that the other marketing school of thought has.
As such, these two channels can work very well together given a cohesive strategy that integrates both beneficial aspects.
So how do you understand what data each process brings to the table?
How can you harness the power of these two channels without having to increase the bandwidth?
One way is to start increasing your digital shelf space.
[What is digital shelf space?] Discover – instantly access an on-demand webinar →
Start by maximizing your digital shelf space
Between paid results, organic results, people ask too (PAA), stories, local map packages, AnswerBox, video carousels, and more, there are many areas where you can have a higher market share than SERP.
So when you are considering a coherent strategy, you will need to consider these steps:
- See total digital shelf space.
- Find out which keywords lead to what.
- Build assets to acquire.
[Discover how to do each step] Instant access to an on-demand webinar →
After following these steps, you can now begin to incorporate strategies.
Combine different tactics
Next, focus on synchronizing your search and trending messages across your organic site pages, paid search ads, social networks, display network, email, and thought leadership.
You can do this by:
- Carry messages across the entire funnel.
- Use dual ratings to increase ad impressions.
- Increase the aura effect by paying to membership.
- Adjust bid strategies for mid-branded and non-branded conversion deals for less.
- Discover and build common ground between paid and organic memberships.
[Dive deeper] Instantly access the on-demand webinar →
Step two: Understand the roles of your marketing channels
Understanding the roles and expectations of each channel positions them for maximum contribution.
But before you begin, understand that customer focus is vital. Always keep in mind the customer’s needs, preferences, and behaviors.
Then, leverage each channel for the different stages and behavioral needs of the user.
Knowing the specific role of each channel means you will know what to expect and measure at each interview stage.
[Learn how HomeEquity Bank leverages each channel] Instantly access an on-demand webinar →
Step 3: Submit a Connected Search Program
To understand roles and expectations for maximum contribution, begin collectively attacking SERP sites and journey milestones by:
- measurement together.
- to set Major themes along the journey.
- developing Bid Strategies.
[Learn what each step entails] Instantly access an on-demand webinar →
Increase conversions with branded and non-branded paid search
related Trademark searchFocus on maximizing conversion and minimizing leakage by occupying a secondary position from a neutral test site to drive competitors down.
In other words, you can push competitors down from the top by having a high visibility slate.
in Non-branded search, a good tactic is to divide intentions by conversion potential. This quarter explains this better:
[Find out how HomeEquity Bank gains 20% additional conversions through partnerships, increasing search presence and click volume] Instantly access an on-demand webinar →
[Slides] 3 steps to building a successful inclusive research strategy
Here is the presentation:
Featured Image: Paolo Bobetta/Search Engine Magazine