totalsearch
#SEO #SEO #Digital Marketing

SEM x SEO Synergy A Win Win Digital Marketing Strategy

When you are a client or a performance marketing agency, terms like Paid Search, Organic Search, etc. are very common. However, when you are a user searching for your favorite product or a brand, you do not really worry about which type of result are you clicking on – as long as the result is aligned with your search.


So, when users don’t see channels – any Digital Marketing strategy should also include a well-balanced mix of performance media and organic search. But the question is what’s the right mix?


While it’s really important that a brand x agency jointly decide this based on factors such as objectives, budget and the tech, there are some great ways to start.

 

LOOKING AT THE SERP

Trying some of the top keywords from your brand can really help understand the types of results you would like to invest into. Using a strategic combination of Paid Search x Organic Search, a brand can achieve a 100% coverage of those features. For example, the below visual from SERP, has following assets:

1.      Shopping Ads (Paid Search)

2.      People Also Ask / FAQ (Organic Search)

3.      Local Listings / Maps (Paid + Organic)

4.      Images (Organic Search)

5.      Regular Web Listings (Paid + Organic)

6.      Blogs / Informative Content (Organic)

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LEVERAGING TOOLS

A lot of market research tools, such as SEMrush, do a great job in comparing various Google assets available vs. the ones not captured by the brand yet.

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BENEFITS OF A TOTAL SEARCH APPROACH

Using an integrated approach, a brand can achieve much more present on SERP than by just using one channel. Below are the key benefits of using a Total Search Approach.

1.      Extended coverage on Google Search

2.      Use Paid Search for the highly competitive keywords and still secure the top of page position

3.      Use Organic Search to rank for long tail / low competing

4.      Organic Search helps improve content relevance, which improves user engagement

5.      A landing page that’s well optimized usually have lower user churn

6.      This means an improved Quality score which eventually means a growing ROAS