<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73d108dcb1f1cc8a1ff31_653a88aca2c38db93a28c4e0_boosting%20your%20brand%20consideration%20with%20organic%20and%20paid.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: 4 Ways to Maximise Brand Consideration with Organic and Paid Search </h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>27 October 2023</span> <span class="pip"></span> <span>3 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">How can your search strategy <strong>better engage audiences</strong> during the crucial 'consideration' stage?</p> <p class="gn-reveal">In this virtual session, our experts discussed <strong>the growing significance of the consideration stage</strong> during the audience journey, how both <strong>paid and organic search</strong> can support stronger brand consideration - including the <strong>common misconceptions</strong> surrounding each tactic, along with <strong>best practise advice for an integrated strategy</strong>.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">In this Article</div> <h4>4 Ways to Maximise Brand Consideration with Organic and Paid Search</h4> <ul> <li><strong>Integrate your paid and organic tactics</strong></li> <li><strong>Target informational search queries</strong></li> <li><strong>Conduct message testing</strong></li> <li><strong>Measure your audience engagement</strong></li> </ul> </aside> <p class="gn-reveal"><a href="https://www.linkedin.com/in/alexanderjwmoran/" target="_blank"><strong>Alex Moran</strong></a>, SEO Lead, <a href="https://spaceandtime.co.uk/" target="_blank"><strong>Space &amp; Time</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/harry-sumner/" target="_blank"><strong>Harry Sumner</strong></a>, Head of SEO and Content, <a href="https://weareroast.com/" target="_blank"><strong>Roast</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/max-flajsner/" target="_blank"><strong>Max Flajsner</strong></a>, Director of Technology - Global, <a href="https://www.incubeta.com/" target="_blank"><strong>Incubeta</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/nicholaslukehandley/" target="_blank"><strong>Nick Handley</strong></a>, Head of PPC Performance, <a href="https://www.impressiondigital.com/" target="_blank"><strong>Impression</strong></a></p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">4 Ways to Maximise Brand Consideration with Organic and Paid Search</h2> <h3 class="gn-reveal"><strong>Integrate your paid and organic tactics</strong></h3> <blockquote class="gn-blockquote gn-reveal">"if you're managing paid campaigns without any correspondence to <strong>what your organic positioning is for those keywords</strong>, you're going to end up wasting a load of ad spend and a lot of investment put behind SEO. You must try to identify what that organic contribution is, and then <strong>feed that data into paid bid strategies to ensure you're only investing when it makes sense</strong> – rather than letting Google's algorithms run off to bid all over your brand term and ruin your organic efforts."<cite>Max Flajsner · Director of Technology - Global, Incubeta</cite></blockquote> <p class="gn-reveal">View our <a href="https://www.thegonetwork.com/news/round-up-5-ways-to-get-more-from-your-marketing-data" target="_blank"><strong>Round-up: 5 Ways to Get More from your Marketing Data</strong></a></p> <h3 class="gn-reveal"><strong>Target informational search queries</strong></h3> <aside class="gn-quote gn-reveal"><q>is your content answering the questions that people are asking?</q><cite>Alex Moran · SEO Lead, Space &amp; Time</cite></aside> <p class="gn-reveal">"from an SEO perspective, <strong>is your content answering the questions that people are asking?</strong> Whether that is about your brand, or in general, you should be targeting those informational search queries to place yourself at the very start of that 'consideration' stage.</p> <p class="gn-reveal">From a technical point of view, Google recently released a content update which talks about how you can make useful content and answer those questions effectively – <strong>providing relevant insight</strong>, <strong>sharing something unique</strong>, <strong>having a legitimate author</strong>.</p> <p class="gn-reveal">Ultimately, it's about producing quality content to <strong>build those impressions on SERPs</strong> and increase your organic search traffic, so you become a brand that people start to consider."</p> <p class="gn-reveal">Read our article: <a href="https://www.thegonetwork.com/news/seo-101-practical-tips-to-improve-your-seo-strategy-with-limited-resource" target="_blank"><strong>Practical Tips to Improve your SEO Strategy with Limited Resource</strong></a></p> <h3 class="gn-reveal"><strong>Conduct message testing</strong></h3> <blockquote class="gn-blockquote gn-reveal">"using your paid campaigns to <strong>cycle ad copy and discover which variant is the best performing</strong>, to then scale it via organic. You can look to find which of the biases are <strong>best for your audience</strong> or equally understand the nuances between different products. Moreover, by conducting message testing you can ensure a level of <strong>consistency and authenticity</strong> in your paid and organic activity to help build trust with your audience."<cite>Harry Sumner · Head of SEO and Content, Roast</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Alex Moran, SEO Lead at Space &amp; Time on targeting informational search queries" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73d0eb7b95c0489c7728b_653bd797126d4df526ed761a_Alex.png" width="auto" height="auto" loading="lazy"></div> <figcaption>Alex Moran, SEO Lead at Space &amp; Time on targeting informational search queries.</figcaption> </figure> <h3 class="gn-reveal"><strong>Measure your audience engagement</strong></h3> <blockquote class="gn-blockquote gn-reveal">"the other side of testing is how you measure the way people <strong>engage</strong> with your paid ads. We have found that a good way of measuring brand consideration is splitting that out and looking at the <strong>econometric model</strong>, <strong>style attribution</strong>, or using <strong>AI language models</strong> to measure the efficacy and the effect of different channels. We've started doing this with a few clients now which has helped to put more consideration in best performing activity, as well <strong>manage budget efficiently</strong>."<cite>Nick Handley · Head of PPC Performance, Impression</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resouces/playback-boosting-your-brand-consideration-with-organic-and-paid-search" target="_blank"><strong>WATCH THE FULL WORKSHOP TO LEARN MORE</strong></a></p> <p class="gn-reveal"><em>If you're investing in a search strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/boosting-your-brand-consideration-with-organic-and-paid-search" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Boosting your Brand Consideration with Organic and Paid Search</span> <span class="gn-related__excerpt">Experts unpack the messy middle, bust common misconceptions, and share best-practice tactics for integrating paid and organic search to lift</span> </a> </li> <li class="gn-related__item"> <a href="/articles/optimising-search-synergy---integrating-paid-and-organic-strategies" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Optimising Search Synergy - Integrating Paid and Organic Strategies</span> <span class="gn-related__excerpt">SEO and PPC alignment frameworks from agency experts, covering brand consideration, market visibility, and practical steps for integrated se</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-101-ish-ways-to-get-more-from-your-ppc-strategy-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: 101(ish) Ways to Get More from your PPC Strategy in 2023</span> <span class="gn-related__excerpt">Eleven expert tactics to cut cost-per-click, lift click-through rates, and use paid search insights to strengthen your full agency marketing</span> </a> </li> <li class="gn-related__item"> <a href="/articles/101-ways-to-get-more-from-your-ppc-strategy-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">101 Ways to Get More from your PPC Strategy in 2023</span> <span class="gn-related__excerpt">Expert tips on stretching limited PPC budgets further. 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