How to improve your organic search strategyAs they work to attract attention from potential customers, clients are holding their (digital) agencies more accountable. And, with the race to the top of the Google page based on spend, and not relevance to search, an organic search strategy is essential to the marketing mix of a brand. Source: © rawpixel 123rf “There needs to be a golden thread of intentional alignment across all the elements and tactics that form a digital campaign, rather than separate teams and departments all working in isolated silos,” says David Jenkins, co-founder of Mickey Llew, a specialist performance marketing and SEO agency. He believes that for brands to achieve the best possible results a brand’s messaging and creative strategy and spend across all platforms must be aligned. This, he adds, includes paid and organic search. “The reality is that this is relatively simple to achieve and requires little more than effort and intent,” he says. Tips to improve organic search strategyConsiderations that any brand looking to improve its organic search strategy should include:
An integrated approach for successEvidence of the success of this integrated approach was clear with a new client the agency, which was recently named Best Small Integrated Search Agency at the annual MENA Search Awards, worked with, in December 2021. The client’s social media strategy was aligned with Google Search, which yielded a 114% growth in traffic and a 168% growth year on year in conversions from social alone, despite budget and media spend remaining the same. Mickey Llew co-founder, Chris Avery adds that there is also no client that has not benefited from this approach. “Clients benefit from improved value being generated from marketing budget as well as a far greater comprehension of what marketing is ‘actually doing’ for the business,: he says. “Having done a significant amount of marketing integration over the past year in banking, manufacturing, mining and FMCG companies, I can assure you that there is no environment that is too complex for this level of alignment,” adds Jenkins |