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How do you integrate organic search with other digital marketing channels?

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Keyword research is the process of finding and analyzing the words and phrases that your potential customers use when they search for information, products, or services online. It is a crucial step in organic search, which is the practice of optimizing your website and content to rank higher on search engines without paying for ads. In this article, you will learn how to use keyword research examples to improve your organic search strategy and integrate it with other digital marketing channels.

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1 Why keyword research matters

Keyword research helps you understand the intent, needs, and preferences of your target audience. By knowing what they are looking for, you can create relevant and valuable content that matches their queries and solves their problems. Keyword research also helps you identify the level of competition and the difficulty of ranking for each keyword, so you can prioritize the ones that have the best potential to drive traffic and conversions.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Before starting your research, know your goals. Who do you want to attract? What are their likes and dislikes? What are their habits? Searching for the right keywords starts with knowing your goals.

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2 How to do keyword research

When it comes to keyword research, there are several tools and methods you can use. To start, brainstorm a list of topics related to your niche, industry, or audience. Utilize keyword research tools like Google Keyword Planner, Moz, or SEMrush to generate more keyword ideas and analyze their metrics like search volume, competition, and difficulty. Filter and group your keywords based on relevance, intent, and specificity; long-tail keywords are more descriptive and less competitive than short-tail keywords and have a clear intent such as informational, navigational, or transactional. Lastly, map your keywords to your content strategy and website structure by assigning each keyword to a specific page or piece of content that answers the query and provides value to the user.

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Alexander Rodriguez

Be creative, strategic, technical, and multidisciplinary.
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I agree, but keyword research should align with the content type and based on the audiences needs. Focus your resaerch and content creation on the page goals like lead generation or sales. Tools like Google Keyword Planner are helpful, sometimes analyzing title tags and competitor content can provide valuable insights. Group keywords by relevance, intent, and specificity, favoring long-tail keywords. Simple searches can also offer valuable information. Examine competitor sites with tools like Ahrefs to expand your keyword list. Assess keywords by volume, cost per click, and traffic potential, keeping in mind that a high cost per click might indicate high conversion rate.

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3 How to use keyword research examples

Exploring keyword research examples from your own or competitors’ websites is a great way to learn how to do keyword research. Utilizing tools like Ahrefs or SpyFu can help you analyze the keywords that are driving traffic and ranking for your or your competitors’ pages. Additionally, Google Search Console or Google Analytics can show you the keywords that are already bringing organic visitors to your website. By examining these examples, you can uncover new keyword opportunities that may have been overlooked, identify gaps and weaknesses in your content or website to improve, learn from your competitors’ strengths and weaknesses, and optimize your existing content and website for the keywords that are relevant and performing well.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Once you find a keyword you want to target, you can use a tool like SurferSEO to write the content with that main keyword, and the tool will give you related keywords to target at the same time.

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4 How to integrate organic search with other digital marketing channels

Organic search is not a standalone strategy; it works best when integrated with other digital marketing channels, such as social media, email marketing, or paid advertising. For example, you can use social media to promote your content and drive traffic to your website, as well as listen to your audience and find out what keywords they are using. Email marketing can be used to nurture leads and customers and keep them updated on your latest content and offers. Additionally, segmenting your audience based on their interests, behavior, or stage in the buyer's journey can help you send personalized content that matches their keywords and intent. Paid advertising can also be used to complement organic search efforts and reach a wider or more targeted audience. It can be used to test different keywords, headlines, or landing pages and see what works best for your goals; it can also be used to remarket to organic visitors and encourage them to take action.

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Stephanie Wong

I share my ?favorite? SEO & marketing tips to help your business grow. A SEO spiderwoman with webs to all things digital.
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You can always supercharge your SEO with other channels. I usually ask my clients for a list of their most converting keywords/search terms on SEM, so we know to optimize those keywords for SEO. If you’re running Meta ads to a certain landing page, we can also see avg. time on page, scroll depth, etc. If it’s low, it’s time to reconsider the content on the page and see how we can capture interest early. I always A/B test landing pages with other paid media channels to ensure the content resonates. If you’re running a remarketing campaign, you can even tailor your landing page content for that audience. The list goes on.

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Alexander Rodriguez

Be creative, strategic, technical, and multidisciplinary.
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I agree that a holistic, multi-channel strategy is vital, but the time and effort required can't be overlooked. While a simple strategy involving social media, email marketing, and paid advertising appears manageable, each discipline demands unique skills, making it tough for one person to handle. Many business owners mistakenly believe one person can manage all disciplines, risking suboptimal results or burnout. To truly succeed, it's essential to have dedicated specialists for each channel, ensuring proper attention and expertise, leading to better outcomes and efficient resource utilization.

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5 How to measure your organic search performance

The final step in your organic search strategy is to measure your results and see if you are achieving your goals. You can use various tools and metrics to track and analyze your organic search performance, such as Google Search Console or Bing Webmaster Tools to check how your website is indexed, crawled, and ranked by search engines, as well as the amount of clicks and impressions you are getting from organic search. Additionally, web analytics tools such as Google Analytics can provide insight into how much traffic, engagement, and conversions you are getting from organic search compared to other sources and channels. Keyword rank tracking tools like Ahrefs or Moz can show how your keywords are ranking over time and how they affect your traffic and conversions. Lastly, SEO audit tools like Screaming Frog or Sitebulb can help you determine if your website and content are optimized for SEO and what issues or errors need to be fixed.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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You can’t grow what you don’t measure. kKnow where you started, know where you want to go and what you need to do to get there. Celebrate wins and adjust your strategy according to the data you see.

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How do you integrate organic search with other digital marketing channels?

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1 Why keyword research matters

2 How to do keyword research

3 How to use keyword research examples

4 How to integrate organic search with other digital marketing channels

5 How to measure your organic search performance

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