Integrated Search – 3 New Strategies You Can’t Live Without

In PPC, SEO, The Digital Marketing Blogby htrendell3 Comments

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.

Integrated Search

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” ( 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

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  1. Great stuff. I love a good acronym. just gonna print this out and stick it to the wall…ok done.

    Re description tags. Google have ignored these for SEO purposes for yonks. But they are good for ‘clickibility’. A well written description tag including the same keyword as the page title will be shown in its entirity by the search engines – including Google. Visitors are more likely to click through to a website where the description tag is well written and gives them an idication of what the site is all about. I treat the MDT as a mini ad and often include a call to action as well.

  2. Author

    Thanks for the feedback Sarah and great point about meta descriptions

  3. Very interesting and useful post. Heard you talk about this on the internet marketing podcast.

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