Your Guide to Building An Integrated Search Strategy
An integrated search strategy covers data, process, and people integration for achieving better search engine marketing performance.
Search Engine Journal contributor Gerald Murphy has published an article on building an integrated search strategy.
He says, “Looking at all your audiences and connecting them to relevant search engines – not just Google – truly allows digital marketers to transform.
Every search engine is different; in results, modes of search, and keyword intent (i.e., what keywords we use on each search engine varies).
It is not possible to duplicate what you are doing on Google and think it will work on YouTube and/or Amazon (or any other search engine for that matter).
As you begin your integrated search strategy, looking at one search engine can help you start to think about the others.
Generally speaking, we use:
- Google to find.
- Amazon to buy.
- YouTube to watch.”
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