Natural and Paid Search Synergy

Paul Doleman, Head of Paid Search at Spannerworks, offers some quick top tips to achieve search synergy when running an integrated natural and paid search campaign...

• Do both. If you don’t, you are missing out on
  98% uplift in visits
  45% uplift in actions
  43% uplift in time spent on your site*
  
  
• Apply natural search optimisation techniques on paid search landing pages
  
  
• Use paid search to test natural search meta data
  
  
• Use paid search to plug natural search visibility gaps that can occur due
  to algorithm changes, seasonality factors and traffic spikes
  
  
• Measure your latent sales
  
  
• Create useful and accessible content

*iCrossing Search Synergy Report, 2007

If you would like to discuss any of these tips in more detail, please contact Paul  Doleman on +44(0)1273 828131 or email pdolemanREMOVE@spannerworksME.com.