How marketers can create a holistic search strategy
SEO and PPC teams can empower each other when they work together. At SMX Next, Allison Duvall and Hannah Johnson of Merkle shared how marketers can create holistic search strategies. Organic and paid search channels are huge sources of traffic for websites (roughly 68%), yet few marketing teams know how to align the tactics, insights and goals of both effectively. This is why so many search professionals speak of implementing holistic strategies. “Building a holistic search strategy can be tricky,” said Hannah Johnson, associate SEO manager at Merkle, at SMX Next. “You…
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