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BEST PRACTICES & STRATEGIES

Is holistic search marketing worth the

effort?

Whether on Google, Bing, Amazon or other comes apparent after several months. It takes
search engines: organic and paid results about half a year for the website to reach its full
compete equally for the user's attention on the performance. Only then can it be reliably evaluated
search result pages, implicating obviously that how the search engine evaluates the page, where
search engine optimization (SEO) and the page ranks organically and whether it needs to
advertising (SEA) should be thought of be improved. Regarding user experience, which is
holistically. closely linked to organic success, a SEO manager
can use Google Analytics / Google Tag Manager,
From the point of view of Wolfgang Schilling, founder where quality information such as length of stay,
and managing director of ad agents GmbH, a service bounce rate, scroll depth and click behavior of site
provider for digital marketing, there are three scenarios visitors can be viewed, providing some hints
in the use of holistic search marketing, which he ex- whether the user’s needs are being met on the
plains using the example of the Google world. website or not

But before discussing strategic considerations, he • SEA – high-performance keywords and landing
sheds light on the interactions between the two market- pages: SEA specialists try to provide users with
ing disciplines: both SEA managers and SEO consult- concrete answers to their search queries and to
ants are interested in powerful websites with content satisfy their needs. In order to evaluate the rele-
that optimally meets the needs of the user, and both vance of the landing page and thus also the user
sides bring complementary skills, knowledge and expe- experience, Google Ads offers the SEA manager
rience to achieve this goal, but the perspectives differ. some useful guidelines you should consider: At the
keyword level, Google Ads indicates whether the
• SEO – content creation for search engines and user experience is below average, average or
users: The production of website content is the above average. If the user experience with the
responsibility of SEO that focuses on building a landing page is rated below average by Google,
page in such a way that it can be found by search then it should be optimized, or a more suitable
engines and appears as high as possible on the website should be linked. According to Google, the
search results page for relevant terms. The hard landing page experience is an estimate of how rel-
SEO currency is organic ranking. How good a evant and useful the landing page is to the user
page really is from an SEO point of view only be-

18 July 2022: Search Marketing