Digital expectancies are an ever-changing aspect for search marketers. Thus, what works for one search engine doesn`t necessarily mean it will work for another. Therefore, duplicating one search strategy to different search engines will most certainly fail. For this reason, the best practice is to implement the integrated search strategy, so the Alpha Efficiency experts have provided this article with an explanation of what an integrated search strategy is and a guide on how to build a proficient one.
What is an integrated search strategy?
Integrated search strategy as the name said, integrates two opposite search strategies SEO (Search Engine Optimization) and SEM (Search Engine Marketing). This implies, combining paid promotion and advertising marketing with optimizing for organic search. Although these two techniques might look opposite, they do affect and support each. For this reason, many companies used to focus separately on each strategy and usually in different periods. However, for having the best results and to get out the most of both techniques, their integration proves to be the best marketing practice.
The SEO side of marketing is focused on content and technical aspects that should increase crawlability, schema, links, keywords, and other mechanisms that can boost organic traffic.
On the other hand, SEM is focused on paid marketing through PPC campaigns and other formats. Efforts of SEM strategy results in displaying ads directly and in front of the target audience in search results.
SEM is a powerful mechanism for generating customers and attracting instant traffic, however, its effects stop the moment you stop paying. On the other hand, SEO is a technique that has a prolonged effect even though the results of its efforts take some time to perceive. This is where these two strategies complement each other. Simultaneously exerting both methods guarantees continuous traffic and a steady flow of customers.
How to build an integrated search strategy?
When we think of an integrated search strategy we must consider the type of engine and its purpose. For instance, Google is generally used for finding the answers, products, and services, Amazon for buying, and YouTube for watching. This is an important part of building an integrated search strategy as it helps you determine your focus engines.
For determining a focus engine you must identify your target audience. This includes considering researching demographic attributes, interests, needs, and behavior of your target market. When knowing the target audience’s preferences, you must determine target keywords for your content that will best correspond with your audience’s searches and interests. Target keywords are a crucial part of the content strategy that will be addressed to your target audience and help you reach them. Building a content strategy consider creating valuable content that is optimized for search engines with relevant and engaging qualities that will resonate with your target audience.
Using paid tools can help you test queries, perform keyword research, and to quickly obtain search query data. Additionally, the collected information will provide insight into the most expensive queries, and those that are the highest converting. Further, having information about top cost and highest converting queries and keywords is a great foundation for creating a superior content strategy that will target high position for referred queries on organic search.
The next step in building an integrated search strategy is creating a link-building strategy. Link-building is part of SEO strategy and its objectives are to increase website authority and visibility. Link-building considers getting links from other sites to yours, usually by submitting your website to guest blogs and directories, joining online forums, using influencer marketing on social media platforms, and promoting your content on various social media channels, and other techniques that can link your website. The core of link-building is to create and establish a relationship with an audience and authorities in your industry domain.
After implementing an integrated search strategy, it is equally important to track and analyze the performances and results. Tracking and analyzing considers website performance in search engines and its ranking, tracking the visitor’s number on the website, your content, and link-building effectiveness. Without tracking the results and examining the performances, you can’t comprehend the strategy productivity and the aspect that needs adjustments to ensure the success and get the most out of your efforts.
For driving high-quality traffic to a website at a low cost, consider using pad ad data and tracking conversion to influence organic keyword strategy.
As we can see “integrated approach” is just a phrase for combining SEO and SEM marketing strategies. The impact of SEO and SEM combined magnifies each result on SERPs and the effect of overall marketing strategy. Mastering the process of building and integrating search strategy unlocks greater ROI and business opportunities.