A good search engine rank matters. Marketers and webmasters design various tactics to attract search engines to their sites but a few could make it.

Search Engine Land columnist David Freeman advocates the integration of paid and organic search into a single holistic search strategy. Freeman has shared five tips for this integration.

On optimizing overall search performance, Freeman says, “With the coverage gaps identified, they can be prioritized based on search volume, competition, purchase funnel stage and contribution to sales. If the gaps sit toward the top of the funnel, the search terms may not be direct sales drivers but will drive significant traffic volume; consumers research their purchases, which in turn increases the likelihood of making it onto the consideration set and fueling sales growth later in the purchase journey”.

Win at Search by Integrating Paid & Organic Search