4 Steps to Maximize Search ROI

Our 4 Step Process to Maximize Search ROI has been fine-tuned in the last 2 years and it makes it easy for teams to get insights specific for their roles. You don't need to understand all the technicalities, you need to like data, insights, to be able to spot opportunities and take advantage of them.
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Google Search Performance Overview

4 Steps to Maximize Search ROI Process explained

Maximizing Search ROI means investing paid search budgets in areas where you don't have the best organic visibility, but have similar results. This way you increase your organic CTR, get more clicks, more conversions from the Organic Channel. If you consider the  saved budget to reinvest in other important keywords and the extra value from the organic extra clicks, you obtain a very nice incremental effect for your overall search performance. 
1.

Setup and Initial
Pre-Audit

Consolidate paid and organic into a single data set / source of truth.
2.

Business Insights Enrichment

Fine tune categorization of user searches with training data or rules, define CDJ.
3.

Build tests for incremental growth

Automatically generate test ideas based on account performance.
4.

Monthly Measure & Learn

Ready to use reports to track search synergy progress and performance.

Step 1. Setup and Initial
Pre-Audit

Consolidate Paid Search and Organic Search into a single data set, one source of truth for all parties involved in the process. In just a few hours you will get the full image of the search semantic and insights:
  • the visibility across branded/non branded search terms
  • the visibility gaps between paid and organic search
  • automatic categorization of user searches
  • category visibility across paid and organic channels
  • and all the great ready to digest data vizualizations about SEA, SEO or Synergy
You only need to connect the data sources and look at the data visualization dashboards. You can do it by yourself or with our Senior Search Analytics Specialists.
Unified Approach for Search
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Google Search Business Insights Enrichment

Step 2. Business Insights Enrichment

In this step you like the system so much, you want it to be more personalized. Looking at all the insights the dashboards have to offer, you get new ideas about:
how to define, map and monitor user searches on user decision journey,
you want to apply a different, personalized categorization,
and many more ideas start to appear just by putting the information together.
We can help you fine tune categorization of user searches with training data or rules, define custom CDJ, custom focus queries, custom dashboards. The most common request is to see the whole search universe segmented exactly as the media budgets are split by business lines.
Automatic SEA - SEO Cannibalization Approach for Search Incremental Results. Read more or Request Demo.

Step 3. Build tests for incremental growth

By now the search synergy strategy is in place , the plans are made and the always on approach begins. We start to build, measure and learn.
The system automatically generates test ideas based on account performance and you can decide their prioritization with your SEA and SEO teams.
Some clients prefer to start with a manual search cannibalization test to convince themselves that the hypothesis works. Others simply start automatic tests.  The system manages cannibalization through API and shows the incremental results in search performance in a dedicated dashboard.
Others have a huge focus in covering some big organic gaps, some want to make keywords enrichment in SEA. Some want to align SEA -SEO landing pages, others ask their SEO teams to improve the Landing Pages with below expected user experience.
There are many aspects in SEA SEO synergy that can be covered. You only need time and focus.
what if you pause paid queries
Google Search Performance Reporting

Step 4. Monthly Measure & Learn

Ready to use reports to track search synergy progress and performance.
If you want you can opt in for a package that includes data analytics consultancy hours, the best way to transfer our know-how and infuse the knowledge into your team.
If you love the dashboards you see regarding search, you definitely can opt in for full reporting in ClimbinSearch.  Besides Search Console, Google Ads, Chrome API, Google Analytics reporting we also integrated Facebook Ads reporting and other special requests we got from our clients.
If you are in a multi-brand, multi-country situation,  you would definitely appreciate the overarching report that makes it so easy to evaluate all the properties and platforms by comparing results and KPIs.

Is Seo Sea synergy a myth?

Our data and common sense tells us a simple thing. SERP has lots of slots for brands to cover. Some are paid, some are organic. The more space you cover in the visible slots the more chances you have for a high CTR in search.

Google Search has the purpose to deliver relevant results for the user's query. This is their mission and they need to stick to the relevance of Google search results,  no matter if they are organic or paid. So they will sort by relevance the results for each search.

The user will get to see on top, in the most visible part of the page the best search ads and the best organic results possible given the expected intent.If your brand covers 2 slots, paid and organic, your visibility is higher, but you also have a cannibalization effect for the two channels. That translates in Google Paid Search taking traffic from the Google Organic Search. 
Google Search Test Paid Organic Synergy
This is a good thing if your goal is high visibility and your SEA budgets are very generous. But if you would like to get the most out of your budget we recommend reducing the cannibalization effect and maximizing overall Google Search Channel results.

We've done tens of manual SEA Seo cannibalization tests. Now we are confident enough that it works and we developed automatic synergy tests that work on a daily basis through API making sure we get the most out of the SEA budget,  increase organic CTR and overall search results.
Want to discus SEA-SEO synergy for your brand with us?
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Technology, team, strategy

Two channels with a unified approach, through synergy

Technology

Integrate SEO and SEA data to generate visualizations, insights and automatic test scenarios with precise monitoring of actions.
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Know How

Digital Marketing, Data and Development experts united in a single team with the main objective of maximizing ROI.
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Strategy

Better use of insights to build integrated strategies based on an approach considering the entire consumer journey.
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What Clients Say About Us

We love genuine feedback and going beyond just business.
What we loved in our first year of collaboration: reactivity, partnership, automation, always come with new ideas, super fast and talented, hybrid vision between business & technical, smile & good mood."
iProspect France
Capucine Even & Manal Ettoubaji
One Viz Team
"ClimbinSearch is one of the three pillars that differentiate us in the Romanian market. It helps us develop strategies, synergies and win digital media pitches. It also helps us build, measure and learn from synergy tests."
Digital Climbers
Loredana Neagu
Head of Paid Media
"We brought innovation in our search approach by bringing in ClimbinSearch. The tool allowed the team to come up with a different approach and gave us the possibility to discover the synergy between paid and organic."
Groupe Seb Romania
Laura Birzu
Digital Manager Romania

Who Works With Us?

Innovative brands, agencies, and e-commerce businesses work with us to leverage cutting-edge marketing technologies, optimize campaigns, and boost sales through data-driven insights and targeted strategies.

Climb with us

Please fill in the form in order to get in touch with us. We are really happy for your interest in ClimbinSearch, especially that we developed some interesting features in the past few months for search cannibalization and reporting.
We will contact you to schedule a 30 minutes call where we can show you our product highlights. We are in GMT+3 time zone, you can specify some available timeslots.
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