Скачать или смотреть The Convergence of Paid and Organic Search Strategy | Zoe Kazmierski

In this episode of Interesting B2B Marketers, Steve Goldhaber delves deep into a compelling case study with Zoe Kazmierski, shedding light on how a tech company harmoniously merged their paid and organic search strategies for maximum impact. Gone are the days when these two sectors operated in separate silos. In an ever-evolving search landscape, this discussion emphasizes the need for a unified strategy, clear alignment, and the power of data-driven decisions.

Highlights from the conversation include:

Redefining Search: Zoe discusses the dynamic challenges faced by a tech company constantly investing in new technologies. With search playing a pivotal role in demand generation, the significance of a cohesive approach between SEO and paid search teams becomes evident.
Unified Experience for Users: Zoe underscores that users don't distinguish between paid ads and organic results. This realization leads to a comprehensive strategy focused on a singular search experience.
Harnessing Data: By combining insights from both search strategies, the company identified gaps in content, refined keyword targeting, and optimized their campaigns, resulting in improved click-through rates and reduced cost per click.
Cultural Shifts and Team Dynamics: The discussion pivots to the cultural challenges faced in bringing these two traditionally siloed teams together. Steve probes into the contrasting mindsets of the organic and paid teams, drawing attention to their unique strengths and how they view user engagement.
Tangible Outcomes: Through pilots and experiments, the company witnessed significant results. The success prompted the hiring of dedicated personnel to ensure continued collaboration between the two search strategies.

Join Steve and Zoe as they navigate the intricate world of search, breaking down barriers, sharing invaluable insights, and emphasizing the importance of a holistic approach in today's digital landscape.