6 Steps to Prioritize Natural & Paid Search in a Holistic Search Strategy

6 Steps To Prioritize Natural & Paid Search In A Holistic Search Strategy

A holistic search strategy combines both natural and paid search efforts. Prioritizing the right type of search for your brand is crucial for achieving a successful digital campaign. Here are six simple steps to help you establish your own holistic search strategy:

1. Define the Goals & Objectives

Before starting the process of prioritization, it is important to determine the goals and objectives of the search strategy. This includes getting clear on the purpose of the campaign and what metrics need to be used to measure success. Establishing goals and metrics will help you track the overall progress of the campaign.

2. Identify the Target Audience

Once the objectives have been determined, it is important to identify the target audience. Understanding the needs of the target audience will allow you to tailor the search strategy accordingly to maximize its effectiveness. Consider factors like demographics, interests, and online behaviors when considering who the ideal customer is.

3. Research Keywords

Conduct research to identify the relevant keywords for the target audience. Utilizing keyword research tools such as Google Adwords can help you uncover popular search terms that will drive traffic to your site. Targeting the right keywords will ensure that the organic and paid campaigns are in sync with one another.

4. Analyze Performance

Analyze the performance of the organic and paid search results. This can be done by tracking the click-through rate, impressions, cost-per-click, and conversion rate. Ultimately, you want to assess which type of search is more effective based on these metrics.

5. Allocate Resources

After analyzing the performance, allocate resources accordingly. Determine a budget for the organic and paid search campaigns and assign team members to manage each segment. This will ensure that each campaign is getting the proper attention from the appropriate parties.

6. Monitor & Adjust

Continuously monitor the performance of the campaigns to ensure that they are meeting the original objectives. When necessary, make adjustments to the strategies to optimize the results. By continuously monitoring and adjusting the campaigns, you can increase the effectiveness of the search strategy.

By following these six simple steps, you can establish an effective holistic search strategy that will produce the desired results. Remember to prioritize natural and paid search for maximum impact!