How to Use Integrated Search to Elevate Your SEO

Watching this video can save you millions of dollars in wasted Google Ads spend. I’ve talked ad nauseam about Integrated Search. I built this model in 2013 and some of my best clients at the time let me implement it for them. This made me one of AdAge’s 40 under 40 in 2015. However, I keep logging into SEM accounts in 2024 and analyzing search strategy  for major brands and see that very few brands are Integrating Search. 😢

When I say Integrated Search I mean.

You pick a keyword that drives revenue or is expensive. Then you optimize a page on your website to rank in the top position on Google in both Google Ads and SEO.

You scale this by picking multiple revenue driving pages and keywords. Ranking in the top positions for your money terms, generates revenue, website traffic and pushes your competitors under the fold. 🚀

Kamran Asghar CEO of CROSSMEDIA USA wrote a brilliant article for WARC on why Integration matters across channels. Bravo sir. 👏

I’m adding a link to the article in the comments.

Kamran is right. If you double click into the Search Channel, integration matters even more because of the fraud, click spam, and low quality leads that have been plaguing Google Ads.

It matters in SEO because of all of the changes Google has been rolling out on it’s Search Engine Results Pages (SERPs), especially the changes with A.I.

You can and should also be connecting your search strategy to CTV, OOH and Social and the other marketing channels.

This video shows you the how and why you need to Integrate Search Engine Optimization (SEO) and SEM or PPC, which is running Google Ads. I focus on Google in this video but the same can be done with Bing.

At the end of the video I log into both Google Search Console and Google Ads and show you how to connect the two. Just because you are a CEO doesn’t mean you should not learn these skills.

How else can you make sure your team is actually doing this work?

Let me know if you need help Integrating Search. DM me, email, text or call. I’m rooting for you. 👏