This article was based on the interview with Matt Shenton from Croud by Greg Kihlström, Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Retailers face the dual challenge of optimizing both paid search and search engine optimization (SEO) strategies. As highlighted in a recent episode of The Agile Brand podcast, the intertwining nature of these two channels necessitates a cohesive approach rather than treating them as separate silos. With the rise of AI technologies, algorithm changes, and shifting consumer behaviors, retailers must find the right balance between paid search and SEO to drive real performance growth.
Understanding the Challenges
The podcast featured insights from Matt Shenton, Biddable Director at Croud, who emphasized the significant challenges retailers are encountering in the current search landscape. One of the primary hurdles is the disruptive nature of algorithm updates that affect organic search rankings. As search engines continuously refine their algorithms, retailers often find themselves grappling with declining organic traffic. This decline can be attributed to various factors, including the rise of zero-click searches, where users receive answers directly on the search results page, thus bypassing the need to click through to a website.
On the paid search side, the rising costs of cost-per-click (CPC) present another challenge. As platforms leverage better first-party data to target higher-value customers, competition intensifies, leading to increased advertising costs. Retailers not adapting to these changes may experience stagnant or even decreasing conversion rates, further complicating their marketing efforts.
The Importance of Integration
The podcast discussion underscores the necessity of integrating paid search and SEO strategies to maximize growth. When retailers treat these channels as distinct entities, they miss out on opportunities to create a synergistic effect. For example, insights gained from paid search campaigns—such as high-performing keywords and audience behaviors—can inform SEO strategies by identifying content gaps and optimization opportunities. Conversely, strong organic rankings can enhance the effectiveness of paid search campaigns, as users often trust organic results more than paid advertisements.
Common Mistakes Retailers Make
- Siloed Strategies: One of the most common pitfalls is maintaining siloed approaches to paid search and SEO. Retailers may allocate budgets without considering the interplay between the two channels, leading to inefficiencies and missed opportunities. A holistic view that recognizes the relationship between paid and organic search is crucial for optimizing performance.
- Neglecting Data Sharing: Retailers often fail to share insights and data between teams managing paid search and SEO. This lack of collaboration can result in duplicated efforts or conflicting strategies. For instance, if the paid search team is targeting keywords that the SEO team is also focusing on, it can lead to unnecessary competition for the same audience.
- Ignoring User Intent: Understanding user intent is key to both paid search and SEO. Retailers may prioritize keywords based solely on search volume or CPC without considering the intent behind those searches. A well-rounded strategy should address various stages of the customer journey, from awareness to conversion.
- Inflexible Budget Allocation: Retailers may rigidly allocate budgets based on historical performance rather than adapting to current market dynamics. Given the rapid changes in the digital landscape, a flexible budget that allows for adjustments based on real-time data and performance metrics is essential.
Strategies for Achieving Balance
To effectively balance paid search and SEO strategies, retailers can adopt several best practices:
- Cross-Channel Collaboration: Foster collaboration between paid search and SEO teams to ensure alignment on goals, strategies, and performance metrics. Regular meetings and shared reporting can facilitate communication and data-sharing.
- Unified Keyword Strategy: Develop a unified keyword strategy that leverages insights from both paid and organic search efforts. This approach can help identify high-value keywords that warrant investment in both channels.
- Focus on Customer Journey: Tailor strategies to address different stages of the customer journey. For example, using paid search to drive traffic for top-of-funnel awareness while optimizing SEO for middle- and bottom-of-funnel conversions can create a more cohesive user experience.
- Data-Driven Decision Making: Utilize data analytics to inform budget allocation and strategy adjustments. Retailers should regularly review performance metrics across both channels to identify trends and make informed decisions.
Conclusion
The balance between paid search and SEO strategies is crucial for retailers striving for growth in an increasingly complex digital landscape. By recognizing the interdependence of these channels and adopting a collaborative, data-driven approach, retailers can optimize their marketing efforts and drive meaningful performance improvements. As the podcast emphasizes, the future of search is not about choosing one channel over the other but rather about leveraging both for maximum impact. Retailers who embrace this integrated approach will be better positioned to navigate the challenges of 2024 and beyond, ultimately enhancing their customer experience and driving business growth.
