Search is a critical component of the customer journey, and brands need to be optimized to capture consumers interested in what they offer. However, paid and organic search are frequently managed in silos, when they should be used together to craft meaningful customer experiences. This paper covers foundational elements to unite paid and organic search into a total search strategy, with detailed action items for marketers to incorporate across their search teams.

Topics covered include:

• Integration of insights for data-driven decisioning
• The importance of user centricity in search
• A framework for executing on the total search foundational pillars
• Examples for designing shared team responsibilities and total search team activities