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.