If you are looking to build a relationship with your customers, then it’s important to understand how organic and paid search marketing disciplines work together. More than 60 percent of traffic on your site comes from organic and paid search marketing (about 51 percent from organic and 10 percent from paid).
Organic search is the primary driving force, but don’t ignore ads. Google is taking efforts to be more visible on the display page. Right now, up to four ads can appear above the organic results. There is talk that Google may introduce a paid result to the local 3-pack.
To build an effective strategy for a strong presence on the SERP you will have to coordinate with paid search. In order to adapt to this changing mindset, be sure to stay up to date with the latest movements in the search and paid ads fields as we move into 2018. HINT: subscribe to this blog so you don’t miss out on the latest SEO related news!
Key Takeaways:
- A combination of organic and paid search marketing is key to building the right relationship with end users.
- Understanding search is the most important aspect to gaining new customers.
- With the customer journey changing it is crucial for firms to integrate SEO with the brand marketing functions.
“It is important to recognize, as we move into 2018, that the modern customer journey has fragmented.”
