The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.

1. Holistic search –
developing an organic
first strategy
Slideshare.Net/ArpunBhuhi
@ArpunBhuhi
Arpun Kaur Bhuhi
Brainlabs

2. You’ve worked hard, you go some things
over thing

3. An YOU deserve a treat

4. Head to google and search

5. m&s sheets

6. m&s sheets

7. And you’re feeling lazy so you click on
the ad bc you just want new sheets

14. 29.07.22

15. Relaxation over

20. Holistic Search

21. Holistic Search
What is it?

22. Holistic Search
What is it?
Why should we care?

23. Holistic Search
What is it?
Why should we care?
Develop a holistic (yet, organic first)
search strategy

24. 24

25. 25
29.07.22
Strong
intent

26. 26
29.07.22
Strong
intent
Strong
intent

27. 27
29.07.22
Strong
intent
Strong
intent
Strong
intent

28. 28
Trigger
Exploration
Purchase
Evaluation

30. Messy middle

31. 31
Trigger
Exploration
Purchase
Evaluation

32. Ultimately, a user doesn’t care about
the channels

34. Paid ads
Organic
results

35. They want to satisfy their intent

36. Meeting intent is the key principle
that is shared between the two
channels

37. Secure the buying journey

38. Ultimate goal = SERP domination

39. What do we mean by a holistic
strategy?

40. 40
“ One shared strategy
to attract traffic to a
website
Sounds simple enough…

41. Optimising presence in the entire
SERP

42. Strategy rarely shared

43. This is the challenge that many of us
here have experienced

44. The cliché goes that Paid and
Organic work in silos

45. Organic
Earnt Bought
Paid

46. Organic
Long term
strategy
Short term
strategy
Paid

47. Organic
Hard to test Easy to test
Paid

48. Organic
Sustainable Reactive
Paid

49. Organic
Its own team Its own team
Paid

50. Why have a holistic, integrated
strategy?

51. Most effective keyword structure
between Paid and Organic

52. Avoid wasted investment on
keywords that are irrelevant or
harder to compete for

56. How to develop a holistic strategy

57. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

58. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

59. Understand how Paid and Organic
currently work together

60. The aim is NOT to become an expert
in the other channel

61. Establish shared processes and
communication channels

62. TEST
LEARN
@ArpunBhuhi

63. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

64. Keyword research and data gathering
is the foundation of a Search
strategy

65. Want to appear for
Products and services
Authority

66. We need to go deeper to understand
the user journey

67. Aspirational
Future facing
Holistic

68. Intent
Topics & sub topics
User journey

69. User journey segments
Search
volume
@ArpunBhuhi
Trigger M e s s y M i d d l e Purchase

70. User journey segments
Search
volume
@ArpunBhuhi

71. @ArpunBhuhi
User journey segments

72. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

73. Translate the research into
opportunity across Search and per
channel

74. Organic bias

75. Organic bias
Paid bias

76. Organic bias
Paid bias
Pass

77. There are 4 pillars that translate the
keyword research into their channel
biases

78. Intent
Relevance
Organic ranking
ability
Paid competition
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi

79. “Bedding guide” - 150 msv
“How to make a bed” - 900 msv
“Bed sheets” - 16,000 msv

80. Intent
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi

81. Intent
Relevance
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi

82. Intent
Relevance
Organic ranking
ability
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi

83. Intent
Relevance
Organic ranking
ability
Paid competition
1000’s of potential keywords from research
Final channel bias allocation
@ArpunBhuhi

84. “Bedding guide” - Organic bias
“How to make a bed” - Pass
“Bed sheets” - Paid and organic
bias

85. The Holistic Search tool applies
these pillars to assign a channel bias
on a keyword level
@ArpunBhuhi

86. This won’t tell you how to activate
each channel

87. It will tell you the most efficient split
between the channels on a keyword
level

88. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

89. Once you know what the channel
biases are, start prioritising how to
capture the opportunity

90. Informational
Content strategy & calendar
On-page optimisations
Topical clustering

91. Transactional
Creating category pages
IA restructuring
Bidding strategy

92. Navigational/Branded
Ensuring branded bidding is active
Monitor resellers and partners

93. 1.Ways of working
2.Research
3.Opportunity analysis
4.Activation
5.Test & measure

95. Review your strategy every 6 months

96. Over time the share of keywords
assigned to “Pass” and “Paid” should
decrease

97. If you remember 3 things…

98. For SERP domination, strategy must
be shared between Paid and Organic

99. Meeting intent is the key principle
that is shared between the two
channels

100. Invest in the ground work, this will
set a strong foundation for your
strategy

101. 3 things you can do today…

102. Review how you’re currently
approaching holistic search

103. Chat with your Paid team, align goals

104. Set up the ways of working and begin
the process to SERP domination

105. 105
Trigger
Exploration
Purchase
Evaluation

106. 106
Trigger
Exploration
Purchase
…
In store
Evaluation

107. Thank you!!
Slideshare.Net/ArpunBhuhi
@ArpunBhuhi
Arpun Kaur Bhuhi
Brainlabs