Integrated Search – 3 New Strategies You Can’t Live Without
With SEO coming up to its 20th birthday, a lot has changed since the use of keywords in tiny white text on white backgrounds!
Now with Google’s latest “Orion” update, it looks like meta-descriptions may be following the same fate as meta keywords. Which begs the question of what would happen if Google decided meta titles were no longer a worthy ranking factor?
Well thankfully, your title tag is still one of the most important factors to optimise for. But if you’ve optimised your page content and you’re still not achieving the SEO results you were hoping for, what next?
Integrating your paid and organic search campaigns with your other marketing channels can dramatically increase website traffic and leads, whilst maximising ROI across the entire marketing mix. Especially when you embed integrated search deep within the marketing strategy.
What has THEME, KOALA & CAPER got to do with integrated search?
Since discovering the famous marketing acronyms AIDA (Attention, Interest, Desire, Action) and SOSTAC (Situational Analysis, Objectives, Strategy, Tactics, Actions, Control), I’ve been a big fan of handy ways to remember strategic marketing techniques.
So, since working at SiteVisibility I’ve been testing a number of models to help our clients increase website traffic and conversions, whilst reducing their PPC spend. I’ve developed these into 3 integrated search models made up 5 letter acronyms…
Introducing, 3 new integrated search models
THEME (the strategy for increased targets):
Tribes - Identify and segment your visitors by behaviour
Hook – Find the main benefit of your website for each tribe
Engaging content – Create something they’ll want to link to and share
Marketing – Decide how to promote it (across all channels)
Evaluation – Agree how to measure it
KOALA (the strategy for reduced budgets):
Keyword – Choose a lucrative keyword to target
Optimise – SEO your onsite content for that keyword
Actions – Add a call to action or two
Link internally – Create a link from another page using the keyword in the anchor text
Approach others – Give 3rd party sites a reason to link to the page
CAPER (the strategy for reduced resources):
Content – Use a great piece of existing content
Audience – Understand who the content is aimed at
Platforms – Discover where those audiences can be found online
Engage – Get out there and start a conversation with them
Repurpose – Find a way to repackage the content
Why use an integrated search marketing model?
The main reason why you’d want to use an integrated search marketing model is to go through a tried and tested marketing campaign process which has been proven to deliver repeatable results – again and again.
By following the steps of each model, you can improve your website traffic, conversions, links and search engine rankings.
The real benefit of creating search-led marketing strategies is that this can drive value throughout your existing PR, advertising, affiliate marketing, email marketing and social media investments, ultimately ensuring maximum brand awareness and lead / revenue generation.
What case studies are available for integrated search campaigns?
Leading retail, publishing and ethical organisations are already pulling together their SEO, PPC, online PR and social media campaigns together into one integrated search campaign…
THEME Case Study: Environment in Business Magazine
- Traffic from natural search increased by 852% (Jan v May 2009)
- Rankings increased for “environment business” to the lucrative no. 1 spot
- The number of links and subsequent referring traffic also increased
KOALA Case Study: Times Online
- No. 1 in search results for “redundancy calculator”
- No. 3 for “redundancy”
- 7,543 links from websites with work related content
- Increased search and referrer traffic
- No longer needed to bid on the term for pay per click
CAPER Case Study Results: Cafe Direct
- No. 3 for “fair-trade coffee”, “fair-trade tea” & “fair-trade hot chocolate” (Fairtrade.org being the only site listed higher with 2 entries)
- Links increased by 50% in 3 months
- Social media engagement and awareness increased
How can I increase my website traffic & leads using integrated search?
You can find out how to implement integrated search campaigns that deliver a mixture of powerful results in one simple step… Download the Integrated Search White Paper