SlideShare a Scribd company logo
Holistic search –
developing an organic
first strategy
Slideshare.Net/ArpunBhuhi
@ArpunBhuhi
Arpun Kaur Bhuhi
Brainlabs
You’ve worked hard, you go some things
over thing
An YOU deserve a treat
Head to google and search
m&s sheets
m&s sheets
And you’re feeling lazy so you click on
the ad bc you just want new sheets
29.07.22
Relaxation over
Holistic Search
Holistic Search
What is it?
Holistic Search
What is it?
Why should we care?
Holistic Search
What is it?
Why should we care?
Develop a holistic (yet, organic first)
search strategy
24
25
29.07.22
Strong
intent
26
29.07.22
Strong
intent
Strong
intent
27
29.07.22
Strong
intent
Strong
intent
Strong
intent
28
Trigger
Exploration
Purchase
Evaluation
Messy middle
31
Trigger
Exploration
Purchase
Evaluation
Ultimately, a user doesn’t care about
the channels
Paid ads
Organic
results
They want to satisfy their intent
Meeting intent is the key principle
that is shared between the two
channels
Secure the buying journey
Ultimate goal = SERP domination
What do we mean by a holistic
strategy?
40
“ One shared strategy
to attract traffic to a
website
Sounds simple enough…
Optimising presence in the entire
SERP
Strategy rarely shared
This is the challenge that many of us
here have experienced
The cliché goes that Paid and
Organic work in silos
Organic
Earnt Bought
Paid
Organic
Long term
strategy
Short term
strategy
Paid
Organic
Hard to test Easy to test
Paid
Organic
Sustainable Reactive
Paid
Organic
Its own team Its own team
Paid
Why have a holistic, integrated
strategy?
Most effective keyword structure
between Paid and Organic
Avoid wasted investment on
keywords that are irrelevant or
harder to compete for
How to develop a holistic strategy
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
Understand how Paid and Organic
currently work together
The aim is NOT to become an expert
in the other channel
Establish shared processes and
communication channels
TEST
LEARN
@ArpunBhuhi
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
Keyword research and data gathering
is the foundation of a Search
strategy
Want to appear for
Products and services
Authority
We need to go deeper to understand
the user journey
Aspirational
Future facing
Holistic
Intent
Topics & sub topics
User journey
User journey segments
Search
volume
@ArpunBhuhi
Trigger M e s s y M i d d l e Purchase
User journey segments
Search
volume
@ArpunBhuhi
@ArpunBhuhi
User journey segments
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
Translate the research into
opportunity across Search and per
channel
Organic bias
Organic bias
Paid bias
Organic bias
Paid bias
Pass
There are 4 pillars that translate the
keyword research into their channel
biases
Intent
Relevance
Organic ranking
ability
Paid competition
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi
“Bedding guide” - 150 msv
“How to make a bed” - 900 msv
“Bed sheets” - 16,000 msv
Intent
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi
Intent
Relevance
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi
Intent
Relevance
Organic ranking
ability
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi
Intent
Relevance
Organic ranking
ability
Paid competition
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi
“Bedding guide” - Organic bias
“How to make a bed” - Pass
“Bed sheets” - Paid and organic
bias
The Holistic Search tool applies
these pillars to assign a channel bias
on a keyword level
@ArpunBhuhi
This won’t tell you how to activate
each channel
It will tell you the most efficient split
between the channels on a keyword
level
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
Once you know what the channel
biases are, start prioritising how to
capture the opportunity
Informational
Content strategy & calendar
On-page optimisations
Topical clustering
Transactional
Creating category pages
IA restructuring
Bidding strategy
Navigational/Branded
Ensuring branded bidding is active
Monitor resellers and partners
1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure
Review your strategy every 6 months
Over time the share of keywords
assigned to “Pass” and “Paid” should
decrease
If you remember 3 things…
For SERP domination, strategy must
be shared between Paid and Organic
Meeting intent is the key principle
that is shared between the two
channels
Invest in the ground work, this will
set a strong foundation for your
strategy
3 things you can do today…
Review how you’re currently
approaching holistic search
Chat with your Paid team, align goals
Set up the ways of working and begin
the process to SERP domination
105
Trigger
Exploration
Purchase
Evaluation
106
Trigger
Exploration
Purchase
…
In store
Evaluation
Thank you!!
Slideshare.Net/ArpunBhuhi
@ArpunBhuhi
Arpun Kaur Bhuhi
Brainlabs

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