{"id":11526,"date":"2022-02-09T20:46:06","date_gmt":"2022-02-09T20:46:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/09\/how-marketers-can-create-a-holistic-search-strategy\/"},"modified":"2022-02-09T20:46:06","modified_gmt":"2022-02-09T20:46:06","slug":"how-marketers-can-create-a-holistic-search-strategy","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/09\/how-marketers-can-create-a-holistic-search-strategy\/","title":{"rendered":"How marketers can create a holistic search strategy"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n

Organic and paid search channels are huge sources of traffic for websites (roughly 68%<\/a>), yet few marketing teams know how to align the tactics, insights and goals of both effectively. This is why so many search professionals speak of implementing holistic strategies.<\/p>\n

\u201cBuilding a holistic search strategy can be tricky,\u201d said Hannah Johnson, associate SEO manager at Merkle, at SMX Next<\/a>. \u201cYou have to be able to get buy-in, determine your needs and work together as a team.\u201d<\/p>\n

Holistic search strategies combine the keyword, audience and industry data from organic and paid channels to better address customer needs and, ultimately, increase ROI.<\/p>\n

\u201cWhen our paid and organic teams work together, we see results,\u201d said Johnson. \u201cThis ranges from a variety of industries, ranging from retail to B2B and much more. We see increases in conversion, decreases in cost-per-click and the overall search knowledge increases between both teams.\u201d<\/p>\n

\u201cHolistic search drives incremental growth, time and time again,\u201d she added.<\/p>\n

\n
\"potential