The Agile Brand with Greg Kihlström®
Episode #648: Breaking Down Silos Between Paid and Organic Search
Release Date: March 10, 2025

Introduction to Episode & Guest

In episode #648 of The Agile Brand, host Greg Kihlström dives into the intricate relationship between paid search and organic search (SEO) with Matt Shenton, the Biddable Director at Crowd Marketing Agency. Bringing over eight years of experience in digital marketing, Matt has spearheaded strategies for prominent brands like Amazon Prime Video, Olympus, Skillshare, and Clear. The discussion centers on how retailers can effectively balance paid search and SEO to drive sustainable growth in an ever-evolving search landscape.

Challenges in Balancing Paid Search and SEO (04:11)

Greg opens the conversation by addressing the rapidly changing search environment of 2024 and 2025. Matt highlights the primary challenges retailers face:

• SEO Disruptions: Continuous algorithm updates, the rise of zero-click searches, and AI-generated overviews have significantly impacted organic traffic. Matt notes, “We’re hearing a lot of retailers say organic traffic is down year over year” (04:11).

• Rising Paid Search Costs: With platforms pushing for better first-party and conversion data, there's an increase in Cost-Per-Click (CPC). Matt explains, “If you’re not doing that, then you’re just seeing rising costs and flat to decrease in conversions” (04:30).

These challenges have led to a siloed approach where paid and organic efforts are treated separately, making it difficult for retailers to integrate strategies effectively.

Common Mistakes in Budgeting Between Paid and Organic (06:07)

Greg probes into whether retailers are striking the right balance between paid search and SEO. Matt identifies a prevalent issue:

• Short-Term vs. Long-Term Strategies: Retailers often prioritize paid search for immediate conversions at the expense of long-term SEO strategies. Matt states, “There’s definitely been an over-reliance on performance channels and bottom of funnel conversion driving tactics” (06:07). This imbalance leads to declining organic traffic and escalating paid costs over time.

• Neglected Content Strategies: Without robust SEO and content strategies, retailers become overly dependent on paid channels, resulting in unsustainable marketing practices.

Investing in Paid Search vs. SEO: When and How (07:58)

Greg shifts the focus to strategic investments in paid search versus SEO. Matt provides insights into effective practices:

• Diversification is Key: Beyond the foundational tactics like Performance Max and standard shopping campaigns, retailers should diversify their media mix. Matt advises, “You’ve got to diversify” (07:58), suggesting exploration into demand generation and YouTube advertising to complement existing strategies.

• Holistic Approach to Paid Channels: Incorporating various paid tactics ensures that retailers are not solely reliant on a single channel, mitigating risks associated with platform-specific changes.

The Role of Measurement Frameworks in Diversification (09:15)

When asked about barriers to diversification, Matt points to measurement frameworks as a significant deterrent:

• Attribution Models: Relying on last-click attribution models can skew budget allocation towards non-incremental or bottom-funnel tactics. Matt emphasizes the importance of advanced models like Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) to better inform diversification efforts (09:15).

• Strategic Decision-Making: Accurate measurement frameworks enable retailers to understand the true impact of their paid and organic efforts, facilitating smarter budget distribution across channels.

Integration of Paid and Organic Strategies (12:31)

Greg explores the synergy between paid search and SEO. Matt elaborates on how these channels can inform and enhance each other:

• Paid Informing Organic: Insights from paid search, such as high-performing keywords, can guide SEO content strategies. For instance, “...seeing those search terms that can then inform content on landing pages” (13:40).

• Organic Informing Paid: Strong organic rankings can reduce the need for paid presence on certain keywords, optimizing budget allocation. Matt notes, “If you’re ranking really well in organic, do we need to be there and paid particularly for brand?” (13:40).

This interconnected approach fosters a unified marketing strategy, enhancing overall performance and reducing silos.

The Impact of AI and Reporting Tools on Search Strategies (15:00)

Greg inquires about the role of AI-powered reporting tools in bridging paid and organic efforts. Matt introduces Crowd's proprietary tool, Unity:

• Holistic Data Integration: Unity consolidates paid and organic data at the keyword level, enabling comprehensive analysis. Matt explains, “We can make strategic decisions based on what’s costing a lot of money in paid. We’re not ranking very well for organic, but has high commercial value” (15:26).

• Pattern Recognition: Advanced tools identify trends and patterns in search term data, informing both content creation and ad copy strategies.

These tools facilitate informed decision-making, allowing retailers to optimize their marketing mix effectively.

Future Trends in Search: Platforms and Content Quality (17:41)

Discussing the future of search, Matt emphasizes adherence to foundational SEO principles amidst advancing technologies:

• Content Quality: With algorithms becoming adept at detecting AI-generated content, human-created, sincere, and targeted content remains paramount. Matt asserts, “The importance of human created, sincere targeted content is really important” (17:41).

• Platform Evolution: Emerging platforms like Perplexity launching their own browsers (e.g., Comet) signify a shift away from traditional search engines. Matt advises staying agile and informed about these changes to leverage new opportunities (18:54).

Final Takeaways and Staying Agile (19:55)

As the conversation wraps up, Matt shares strategies for maintaining agility in the dynamic search landscape:

• Continuous Learning: Leveraging platforms like LinkedIn to stay updated with industry trends and insights.

• Methodical Approach: Systematically evaluating market share shifts and search behavior changes to inform strategic decisions.

Matt concludes, “It’s all about staying on top of those developments, understanding how they work from a ranking point of view” (19:55), underscoring the necessity of proactive strategy adjustments.

Notable Quotes

• Matt Shenton on Organic Decline:
  “We’re hearing a lot of retailers say organic traffic is down year over year.” (04:11)

• Balancing Short and Long-Term Strategies:
  “There’s definitely been an over-reliance on performance channels and bottom of funnel conversion driving tactics.” (06:07)

• Importance of Diversification:
  “You’ve got to diversify.” (07:58)

• Content Creating Value Across Channels:
  “If you’re ranking really well in organic, do we need to be there and paid particularly for brand?” (13:40)

• Staying Ahead with Content Quality:
  “The importance of human created, sincere targeted content is really important.” (17:41)

• Maintaining Agility:
  “It’s all about staying on top of those developments, understanding how they work from a ranking point of view.” (19:55)

Conclusion

Episode #648 of The Agile Brand offers a deep dive into the symbiotic relationship between paid search and SEO. Matt Shenton provides valuable insights into the challenges retailers face, common pitfalls in strategy, and the importance of integrating paid and organic efforts. Emphasizing diversification, advanced measurement frameworks, and the essential role of high-quality content, the episode serves as a comprehensive guide for retailers aiming to build a resilient and agile marketing strategy in the dynamic landscape of 2024 and beyond.

For more insights and episodes, visit theagilebrand.com. To connect with Matt Shenton and Crowd Marketing Agency, refer to the show notes.