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Crafting a successful holistic search approach:

Columnist David Freeman believes that integrating paid and organic search into a single holistic search strategy can increase efficiency and help marketers make smarter, more data-driven decisions.
Now more than ever, brands are looking to maximize ROI for their marketing spend. Yet when discussing holistic search strategy and planning, I often get: “Everyone talks about holistic search, but no one’s doing it.” This always surprises me for three reasons:

  • Both paid and organic search are targeting the same consumer.
  • Holistic search strategy and planning is very straightforward to implement.
  • It can maximize both performance and efficiency.

For these reasons, holistic search should be a central part of any campaign. Below are the five areas that I believe are essential to crafting a successful holistic search approach.

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