Seamless Search to power SEO strategy in 2020
Incubeta introduces Seamless Search to help marketers determine the true value of paid and organic search channels. We look at what this means for marketers.
IncubetaOpens a new window , today launched Seamless Search, a search management platform that enables marketers to manage paid and organic search holistically. The independent digital marketing services company has equipped Seamless Search with machine learning capabilities to make search analysis quicker and more accurate.
Seamless Search assesses hundreds and thousands of internal and external factors impacting the correlation between paid and organic search and determines the true value of each channel. The insight provided by the platform is made actionable with a clear report which outlines the actual contribution of paid and organic to business performance metrics, such as sales. The platform also has its own bid automation engine, enabling advertisers to make paid search bid adjustments based on current true search performance.
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Damien Bennett, director of strategy at Incubeta says, “There are many great search tools that look at paid and organic search in isolation, however there are very few that are able to help advertisers manage across both search channels. Seamless Search will help advertisers get the most from their overall search marketing by giving them confidence in how the two channels impact on one another.â€
Why Brands Must Leverage Search Management Data To Allocate Spend
Paid search advertising expenditure currently accounts for 41% of total digital media spend globally. Yet, the relationship between organic and paid search is complex, with no clear answer, whether to pay for keywords if a company already has a high organic ranking. Incubeta’s Seamless Search helps marketers decide whether to invest in paid keywords.
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The company claims that its beta testing has shown that customers saw an average of 25% true search revenue uplift and an average increase in efficiency of 20% with Seamless Search.  “Limitations in advertiser’s ability to be able to understand the relationship between paid and organic search means that most search marketers are forced to adopt an approach where the channels are managed separately. Consequently, optimisation decisions don’t consider the true value of each channel, and investment decisions are therefore sub-optimal,†says Fred Maude, head of product development at Incubeta.
As organizations take a more ‘cautiously optimistic approach’ to marketing, solutions like Seamless Search that surface data that would have not been easy to find, provide a way for marketers to understand how paid search and organic search work together to help reach customers online.
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With content consumption on the rise, search has become an indispensable tool for marketers. Optimizing search strategy in response to broader industry trends is perhaps one of the top priorities for brands globally. To that end, Incubeta’s innovative solution promises to breathe life into brands’ digital strategies focused on search.