In this workshop for in-house marketing leaders, our paid and organic search experts shared the opportunities for an integrated search strategy that re-engages your audiences.
How can your search strategy better engage audiences during the crucial 'consideration' stage?
In this virtual session, our experts discussed the growing significance of the consideration stage during the audience journey, how both paid and organic search can support stronger brand consideration - including the common misconceptions surrounding each tactic, along with best practise advice for an integrated strategy.
In this Article:
Max says, “if you're managing paid campaigns without any correspondence to what your organic positioning is for those keywords, 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 feed that data into paid bid strategies to ensure you're only investing when it makes sense – rather than letting Google’s algorithms run off to bid all over your brand term and ruin your organic efforts.”
Alex highlights, “from an SEO perspective, is your content answering the questions that people are asking? 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.
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 – providing relevant insight, sharing something unique, having a legitimate author.
Ultimately, it's about producing quality content to build those impressions on SERPs and increase your organic search traffic, so you become a brand that people start to consider.”
Read our article: Practical Tips to Improve your SEO Strategy with Limited Resource
Harry highlights the importance of, “using your paid campaigns to cycle ad copy and discover which variant is the best performing, to then scale it via organic.
You can look to find which of the biases are best for your audience or equally understand the nuances between different products.
Moreover, by conducting message testing you can ensure a level of consistency and authenticity in your paid and organic activity to help build trust with your audience.”
Nick says, “the other side of testing is how you measure the way people engage with your paid ads.
We have found that a good way of measuring brand consideration is splitting that out and looking at the econometric model, style attribution, or using AI language models 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 manage budget efficiently.”
If you're investing in a search strategy this year, make sure you're getting the most from your time. GO! offer cost-free agency recommendations, pitch management, and more - get in touch to get started.