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First, let's talk about why you should have a holistic search strategy. There are two main goals for integrating the channels. The short-term goal is avoiding unnecessary spend and having a unified brand messaging. And in the long term, we aim to achieve sustainable growth over time.
You see, paid search is dependent on a consistent level of investment to maintain performance, while organic search builds incremental growth over time that does not depend on maintaining that same level of investment.
So when you integrate and have a holistic approach, you can invest less while growing value over time.
Now, you might be wondering, “Why don't more of us have a holistic approach?” Well, working together can be a struggle because of certain challenges.
It's quite common and not unexpected that people don't have a full working knowledge of another channel. Often, even the most experienced execs aren't familiar with organic search landscape and vice versa, and it's likely that we have different ways of working. For example, I know that some paid search execs aren't as familiar with top-of-funnel strategy and the nuances of search intent.
As a result, we might not know how to show the benefits of a holistic approach and to prove that it's worth that effort.
Well, this is the problem that I'm going to help you solve today. I'll talk you through my search integration playbook and help you kick-start your holistic strategy.
