Integrating paid and organic search strategies can be highly beneficial for a cohesive marketing approach.
While SEO and SEM have different roles and advantages, understanding the insights and gaps between these two channels can help create a powerful strategy.
Maximizing your digital shelf space in search engine result pages (SERPs) is essential to increase your online presence.
This involves owning a higher market share across various areas, such as paid results, organic results, People Also Ask (PAA) sections, local map packs, and more.
Understanding the roles and expectations of each marketing channel and leveraging them according to the user's behavioural needs can maximize their contribution to the overall marketing strategy.
Businesses can increase conversions by measuring SERP positions collectively, identifying key journey themes, and developing bid strategies.
In branded search, occupying a secondary position from a neutral test bed site can push down competitors and maximize conversion rates.
In non-branded search, segmenting intents based on conversion potential can lead to a more targeted approach and improved results.