Cillian Bracken Conway
7th Jan, 2016

Forget using paid and natural search separately. Coordinated and complementary search strategy achieves the same marketing goals and provides better results.

A study conducted by Advanced Web Ranking revealed that, on average, 71.33% of Google searches resulted in organic clicks from the first page alone. The missing estimated 30% goes to paid search ads. This shows that even if a company website ranks first on page one, its click-through rate is still reduced by the presence of ads.

To enhance search engagement, boost ROI, and increase brand exposure, a coordinated paid and organic search strategy must be employed.

Marketers have been using paid and organic search to establish a connection between brands and consumers at certain key points.  This resulted in gaps that need to be filled and companies missing out on clicks.

The solution is to develop a strategy where SEO and advertising campaigns are unified and work in tandem. This can be achieved using a four-pronged approach.

1. Content Relevancy Cycles

A brand should be kept in a content relevancy cycle that is continuously evolving. This starts with an examination of a brand’s most engaging keywords and creating content based on them.

Keyword-targeted content should be tailored to a specific audience segment to keep it valuable and to enhance opportunities for engagement. Content should then be distributed across ad networks, which is the paid search aspect, and publication networks for organic search.

Determine engagement rate of each distributed content by closely measuring the number of clicks, amount of time a user spends on site and user flow. Use the same data to identify factors that drive action. Focus only on the top-performing 20%, and then leverage it to target for organic and paid content and to improve copy. With ads and SEO supplementing each other, exposure in highly coveted search areas is increased.

2. Keyword Research

AdWords Keyword Planner, Google Analytics, and other tools remain valuable in keyword research. But data should be used to create a two-pronged organic and paid content strategy to increase visibility and dominance in SERPs.

Develop comprehensive search campaigns through keyword analysis and by understanding how consumers and competitors leverage organic and paid search. Improve the reach of content by looking into trends in user behaviour and visibility of search terms.

3. Gaps Identification in the Competitive Landscape

To discover organic opportunities, check out SERPs and identify the way solutions are presented and the ability of top listings to outrank the competition. When an opportunity arises, develop more visual and valuable content to surpass content of competitors.

Filling competitive gaps through organic-focused content take months to build, requiring on and off-page SEO plan. Supplement with paid ads to enhance exposure.

Use keyword forecasting to identify target opportunities and competitive gaps in paid search. Look for gaps that can be exploited to increase revenue of focused campaigns.

4. Visibility Amplification

Amplify visibility by reaching customers through organic and paid tactics. Optimise landing page by using data from paid search performance. Use tools to track conversion based on the entire user search experience, and to monitor paid and organic engagement.

A relationship between paid and organic that is mutually beneficial is the best way to earn more clicks in search. Additional search tags added to landing pages will inform marketers about the combined influence of paid and organic search.