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How to build a holistic search strategy that works
- 1. © 2021 Merkle, Inc. All Rights Reserved. Confidential. How to Build a Holistic Search Strategy That Works
- 2. 2 @hannahijohnson @allisonpduvall Why Should We Focus On Holistic Search? Agency optimizes website based on Holistic Search data. +44% TOTAL SEARCH CLICKS +93% TOTAL SEARCH IMPRESSIONS Leading FCMG brand uses Holistic Search insights to reduce site latency and generate efficiencies +200% CONVERSION GROWTH -62% CPC Leading NGO builds content around shared Holistic Search goals. +19.7% SITEWIDE USERS +2.3K% REVENUE FROM SEARCH Beauty retailer places Holistic Search at the center of their program to identify opportunities for content and coverage. 100% SEARCH COVERAGE FOR BRANDED SEARCH TERMS +20% ROAS FROM NEW AD GROUPS
- 3. 3 @hannahijohnson @allisonpduvall Holistic Search drives incremental growth time and time again.
- 4. 4 @hannahijohnson @allisonpduvall Hannah Johnson Associate Manager, SEO Allison Duvall Senior Manager, SEM SEM’r Cyclist Reader Bird Watcher Crafter SEO’r Aerial Dancer Baker Dog Mom Video Gamer Data Nerds Merklers Life-Long Learners Cross-Channel Enthusiasts
- 5. 5 @hannahijohnson @allisonpduvall Learn how to get buy in, determine your needs, and work together as a team.
- 6. 6 @hannahijohnson @allisonpduvall Get buy-in through identifying, educating, and analyzing.
- 7. 7 @hannahijohnson @allisonpduvall Identify Initial Opportunities for SEO and SEM to Work Together Review if SEO and SEM teams sharing information or is each operated in a silo. SEO Organic query performance Keyword intent mapping Keyword research Competitor research Seasonality Audience insights Landing page content Search traffic Major SEO news impacting industry SEM Ad copy test findings Landing page quality scores Keyword research Competitor research Seasonality Audience Targeting insights Products over-indexing in Shopping Landing page conversions Major SEM news impacting industry
- 8. 8 @hannahijohnson @allisonpduvall Educate Your Audience About Strengths & Weaknesses STRENGTHS WEAKNESSES High reach Controlling targeting for CVR Sustainable, long-term results Google’s control of rankings Various SERP opportunities Results take time Low cost Takes a bit of sweat equity Targets all stages of customer journey Requires dev, UX, copywriting Pull channel, requires user searches SEO Strengths & Weaknesses
- 9. 9 @hannahijohnson @allisonpduvall …For Both Channels SEM Strengths & Weaknesses STRENGTHS WEAKNESS Targeting Variable cost of ads Control Smaller query coverage Agility & speed Temporal, budget-based ownership Nuanced measurability Time investment in active management Easy on/off Requires skilled management SERP prominence Specificity Testing Pull channel, requires user searches
- 10. 10 @hannahijohnson @allisonpduvall Know Why to Combine Both Channels STRENGTHS WEAKNESSES High, low-cost reach Pull channel, requires user searches Sustainable, long-term results Measurable results Conversion targeted ads Agile, immediate, prominent, controlled coverage of SERP landscape Ability to cover total SERP real estate Full funnel query coverage
- 11. 11 @hannahijohnson @allisonpduvall GROWTH DIFFERENTIAL (BOTH VS. AD-ONLY) All 3% Brand 22% Non-Brand 20% Analyze the Overarching Incrementality 1. Paid & Organic Report 2. Categorize queries by brand and non-brand 3. Use a change formula to calculate the growth differential Sum of Clicks Sum of Impressions CTR Ad shown only 9,000 52,000 17% Brand 200 1,500 13% Non-Brand 8,800 50,500 17% Both shown 12,000 67,000 18% Brand 7,000 43,000 16% Non-Brand 5,000 24,000 21% (Both Shown - Ad Shown Only) (Ad Shown Only)
- 12. 12 @hannahijohnson @allisonpduvall Cross-Channel Collaboration Leads to a +55% Increase in Total Search Revenue, YoY SEM Clicks Holistic Search Clicks Holistic Search Transactions Holistic Search Revenue 162% 152% 135% 55% 50% SEO Clicks Collaborated about search topics such as: • Major website updates (e.g. website redesign and robots.txt issues) • Cross-channel keyword sharing • Search coverage review for both brand and non-brand queries @allisonpduvall
- 13. 13 @hannahijohnson @allisonpduvall #SMXINSIGHTS • Identify areas of opportunity for the teams to work together and educate on how that sharing can happen. • Educate your audience about both programs individually and together. • Showcase the incrementality of a holistic search program using the paid and organic report.
- 14. 14 @hannahijohnson @allisonpduvall Gather the data needed to determine next steps.
- 15. 15 @hannahijohnson @allisonpduvall When Creating a Holistic Search Program, Evaluate: Conversions Goals & Reporting Content SERP Search Queries Note: Consider reviewing your search presence for your industry, competitors, and your brand.
- 16. 16 @hannahijohnson @allisonpduvall Search Queries: Understanding Which Queries are Impactful for Each Channel Will Help Focus Efforts Report Report Strong Queries Weak Queries Identify Queries Paid & Organic Report Search Console Combine Data Data Studio Excel
- 17. 17 @hannahijohnson @allisonpduvall SERP Evaluation: Each Side of Search Has Elements to Optimize Text Ads SEM Product Listing Ads Local Inventory Ads SEO Text-based Results Sitelinks Images Structured Snippets Shopping Knowledge Graph Videos Local News Related Questions Search Engine Experience Sitelinks Callout Extensions Image Extensions
- 18. 18 @hannahijohnson @allisonpduvall Content: Evaluate Your Content to Provide a Better Search Experience 01 02 03 SEO Content Strategy Keyword Optimization Searcher Behavior Optimization Website Optimization
- 19. 19 @hannahijohnson @allisonpduvall Goals & Reporting: Align on Reporting Needs & Establish Goals Query SEM Imps SEM Clicks SEO Imps SEO Clicks sem is awesome 10,000 9,999 0 0 seo is the best 0 0 5,000 4,999 i heart search 24,000 5,000 24,000 10,000 collaboration is cool 12,000 100 4,000 3,000 content creation rocks 1,000 999 50,000 49,999 holistic search forever 14,000 7,000 15,000 6,000 Considerations for Creating Goals & Reporting: Blind spots Overperforming areas Underperforming areas SERP landscape
- 20. 20 @hannahijohnson @allisonpduvall A new approach to an old problem Conversions: Lead Users to Convert by Creating a Positive Search Experience Browse Review Visit Decide
- 21. 21 @hannahijohnson @allisonpduvall #SMXINSIGHTS • Prioritize the needs of your program by balancing effort and impact. • Analyze queries, the SERP landscape, and current content to identify the highest impact areas of opportunity. • Align on KPIs and reporting needs in order to gauge the impact of the holistic search program.
- 22. 22 @hannahijohnson @allisonpduvall Create a plan and work together as a team to achieve it.
- 23. 23 @hannahijohnson @allisonpduvall Create Workstreams That are Goal-Focused SEO + SEM Goal: drive conversions content technical reporting strategy research communication governance
- 24. 24 @hannahijohnson @allisonpduvall As Teams Work Closer Together, Consider the Synergies On-page content optimization Keyword strategy Content strategy Analytics Quality score Bid optimization Conversion optimizations UID Shared ROI goals Keyword governance CVR & page experience SERP ownership SEO SEM Workstreams Technical SEO optimizations Query matching: DSA, PLA, LIA Bot experience optimization
- 25. 25 @hannahijohnson @allisonpduvall Both Teams Can Collaborate on CONSIDERATION Integrated reporting • Drive strategy through data-driven insights Keyword research & tracking • Optimize content • Determine keywords, DSA targets, and sitelinks Competitive research • Optimize on-page content • Strategic insights for defense and growth Seasonal insights • Understand and support seasonal trends New client initiatives/launches • Interpret priorities & ad formats Client/Vertical/Industry news • Allows for proactivity within search
- 26. 26 @hannahijohnson @allisonpduvall Sample Holistic Search Roadmap TASKS SEO team to educate the SEM team on workflows, reporting, and general insights SEM team to educate the SEO team on workflows, reporting, and general insights SEO team to collect data and provide insights for SEM analysis SEM team to collect data and provide insights for SEO analysis Analyze data and determine what data is useful toward adding strategic value • Assess the value of creating an integrated search program • Outline top data needs and wants by stakeholders • Discuss cadence for reporting updates and meetings • Set core KPIs • Develop benchmarks • Create agenda for meetings Establish template for cross-team meeting conversations Formalize proposal for integrated search action plan. Set point people and expectations Design and build custom search reporting to answer SEO & SEM questions Meet on desired cadence: • Create a shared agenda and notes • Ensure cross-channel data needs are met Evaluate progress against KPI benchmarks Evaluate action plan by getting feedback on reporting, meetings, and actions Modify action plan and adapt SEO-LED SEM-LED BOTH
- 27. 27 @hannahijohnson @allisonpduvall Your Teams’ Ability to Work Together Will Grow Over Time NASCENT EMERGING CONNECTED MULTI-MOMENT START EMERGING CONNECTED MULTI-DISCIPLINARY Fragmented Siloed Low Awareness Single Tone of Voice Specific Unified Goals & Benchmarks Unified Experience Collaborative Aligned Strategies Seamless and Agile Synergistic Online Searcher Journey CROSS- CHANNEL DELIVERY WAYS OF WORKING STRATEGY
- 28. 28 @hannahijohnson @allisonpduvall Bring it all together to create a holistic search program.
- 29. 29 @hannahijohnson @allisonpduvall Every person is living a life as vivid and complex as any other.
- 30. 30 @hannahijohnson @allisonpduvall Search comes with intimate moments with people. From personal to professional.
- 31. 31 @hannahijohnson @allisonpduvall Search must connect the dots between each unique question and answer.
- 32. 32 @hannahijohnson @allisonpduvall We do that by investigating and evaluating needs of users Trigger Purchase Messy Middle user looking for ideas, answering questions, evaluating options Source: Decoding Decisions, the Messy Middle of Purchase Behavior
- 33. 33 @hannahijohnson @allisonpduvall Search Attempts to Unravel This Experience Through Research keyword SERP landscape intent competitive audience trends sentiment RESEARCH & ANALYSIS
- 34. 34 @hannahijohnson @allisonpduvall #SMXINSIGHTS • Identify where you currently stand with your SEO and SEM programs so you can communicate opportunities to key stakeholders. • Audit your SEO and SEM programs looking at everything from your target keywords to the conversion path to identify your areas of opportunity. • Collaborate to create shared goals, cross-channel education, and information sharing to optimize the search experience for searchers.
- 36. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
Editor's Notes
- HJ Keyword optimization How are we performing compared to our competitors? What does “best in class” mean in this space? What opportunity exists? How does that apply to current positioning? Searcher Behavior optimization How are users searching in this space? What key user needs exist? What is the users desired messaging? Website optimization What is the user’s desired experience? Do landing pages exist for key users needs? Is high-interest content discoverable on-site?