In an extremely popular session on the Search Leeds main stage, Sarah discussed how brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches.

But this, she argues, is not an approach that is relevant for modern search, and isn't conducive to delivering the best possible return. Instead, she looks at how you can break out of the single-channel vacuum and build strategies that not only adapt to customer intent but also competitor movements and messaging to make sure you never spend a £1 more than you need to.

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You can also access and download Sarah's slides here:

One Search – combining your organic and paid strategies for greater effect | Search Leeds 2019 | Sarah Barker, Stickyeyes from Stickyeyes