Today’s digital age means consumers are facing an online journey that is inundated with new paths of discovery, emerging technologies, and social influence. Big tech, like Google, are building richer automation tools and continually modifying the search experience to minimize steps for searchers to get to helpful answers, faster. In fact, Google search touts over 35 features and listing types, not to mention the massive evolution of experiences with Generative AI in the mix.
Despite all of this change, one thing remains the same: marketers have a responsibility to optimize their paid and organic search results and an opportunity to elevate outcomes through deeper focus.
Successful brands understand the critical role search plays in the consumer journey to harness its unique power: intercepting users in an active state of need.
The common roadblock to execution? Separation in how paid and organic search is managed. Modern search marketers face three main challenges:
- Understanding contextual searcher intent at scale.
- Monitoring SERP (Search Engine Results Page) changes and spotting emerging trends.
- Leveraging SEO/SEM as a first-party powerhouse in the cookieless future.
Brands that do not integrate their teams and processes for a more holistic approach to search risk having blind spots, lack context about consumer needs, and miss emerging trends.
While this may sound logical, putting it into practice can be challenging. So how do we bring this concept to life?
Download iProspect's One Search: Total Search Approach guide today for the three key areas that will drive your search marketing and brand growth forward.
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