The Power of Integrated Search

Brands are missing out on maximising their SEO potential by overlooking one key factor: There are two sides to this coin. 

Google Ads is a given, as it can bring immediate results to your brand and provide agility, but it is in fact SEO that ensures enduring visibility online for eCommerce brands.

What is an integrated search approach? 

If your ultimate aim is to outperform your competitors and appear on page 1 of Google then you have to think of Google Ads and SEO as two cogs in the machine that is Search Engine Marketing. Google Ads for driving immediate results through targeted traffic, capturing conversions, and increasing your brand’s visibility and reach. Whilst SEO establishes long-term organic visibility, builds brand authority, and drives consistent, organic traffic from high-intent users at all stages of the customer journey. 

What are the advantages of an integrated search approach?

The biggest advantage of an integrated search approach is bringing balance to your marketing budget by utilising Google Ads for short-term campaigns and immediate impact, while investing time in SEO to maintain visibility and reduce reliance on paid advertising over time. Organic visibility can continue to drive traffic and conversions even if ad spend is reduced, giving brands greater flexibility to manage marketing budgets.

We have found that leveraging SEO strategies to optimise the user experience on a brand’s website - via enhanced landing pages, and improvements in conversion rates - directly impacts our Google Ads campaign performance with stronger quality scores and customer satisfaction.

Using both channels strategically, establishes a stronger presence across search engine results pages, capturing immediate attention and maintaining visibility over time with more mobile/desktop surface area, which ultimately ensures both profitability and sustainability to your brand.

If you’d like to explore this more, let’s talk!