Holistic researching will improve search strategy performance


Holistic search strategies that combine both paid and organic searches may be the key to help marketers who seek more comprehensive data for better planning, according to Marketing Land. Both types target the same consumers, and the holistic search strategy is very straightforward and is known to optimize efficiency. However, there are a few things to remember when developing a holistic search plan.
Keyword research alongside consumer search behavior will give the marketer insight into guiding their target base toward conversion and purchase. Consumer search behavior analytics will show trends, habits, needs (and more), which will help in developing keyword usage data. One team (instead of two) can be assigned keyword research for both paid and organic channels, avoiding inefficient duplication.
Positioning within the funnel and planning both long-term and short-term strategies will optimize searches. Paid search can be an effective strategy for quick brand visibility. For long-term goals, utilizing a combination of paid and organic search strategies can develop lasting search brand visibility.
Teams performing paid and organic searches should analyze and communicate consistently on cross-channel insights. For instance, the best performing ad content and keyword performance. Also, landing page performance between organic and paid media landing pages can be compared to optimize performance.
Finally, using consistent data sources are important for analyzing cross-channel measurements with greatest efficiency and accuracy. For example, using site analytics consistently between both organic and paid avoids duplication data and optimizes overall performance. Teams analyzing organic and paid search data must use the same type of analytics. Also, communication between teams is crucial to provide gains in search performance.


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