{"id":94802,"date":"2021-10-05T12:08:23","date_gmt":"2021-10-05T12:08:23","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=94802"},"modified":"2025-04-03T13:18:06","modified_gmt":"2025-04-03T13:18:06","slug":"integrated-search-strategy","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/","title":{"rendered":"Holistic SEO: 1 Killer Approach to Win on 3 Big Search Engines"},"content":{"rendered":"<p>Imagine an engine. See the cylinders firing off? The oil greasing the cogs? We think of the engine as one unified machine when in reality it\u2019s made of many moving parts.<\/p>\n<p>It\u2019s the same for how you conceptualize search. Like an engine, search is composed of many parts including:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Channels<\/b>: Every search triggers results that contain relevant keywords for a query.<\/li>\n<li aria-level=\"1\"><b>Devices<\/b>: The same user can visit the same website on multiple devices.<\/li>\n<li aria-level=\"1\"><b>Needs<\/b>: Different search engines cater to different needs.<\/li>\n<li aria-level=\"1\"><b>Markets<\/b>: Search behavior and <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/serp-features\/\">SERP Features<\/a> are unique.<\/li>\n<li aria-level=\"1\"><b>Different platforms<\/b>: Search engines are more than Google.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-94804\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Sarahs-Slides-1-1.png\" alt=\"Search visual: how the different aspects of search work together\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Sarahs-Slides-1-1.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Sarahs-Slides-1-1-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Sarahs-Slides-1-1-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>When all these parts work together to drive organic traffic, they create integrated SEO. Also called holistic SEO, this approach ensures your overall marketing strategy is working together and ultimately helps drive more traffic to your site.<\/p>\n<p>The first step to incorporating integrated SEO into your content is to first understand the basics of search and search engines.<\/p>\n<h2>What do Amazon, Google, and YouTube have in common?<\/h2>\n<p>Intent. The most important overlap between all search engines is <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/search-intent\/\">search intent<\/a>. Every time you run a query on a search engine, you\u2019re looking to achieve something. Can you guess what that something is? Find relevant information.<\/p>\n<p>The best way to effectively craft a keyword strategy on multiple search engines is to ensure your target keywords match your audience\u2019s <b>search intent<\/b>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-94805\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-4-1.png\" alt=\"Search intent funnel \" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-4-1.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-4-1-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-4-1-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>No two search engines are alike, and many serve different purposes, so the most common search intents differ for each.<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Amazon<\/strong> focuses on keywords related to consideration and decision.<\/li>\n<li aria-level=\"1\"><strong>YouTube<\/strong>, on the other hand, leans toward decision and inspirational keywords.<\/li>\n<li aria-level=\"1\"><strong>Google<\/strong> is a hybrid and actually touches on all four intents.<\/li>\n<\/ul>\n<h2>Buyer\u2019s journey, keyword intent, and keyword research<\/h2>\n<p>So now that you know the search intent, how do you apply that to integrated SEO?<\/p>\n<p>It&#8217;s simple. You align your target keywords with your audience\u2019s search intent. Doing this is critical because it allows search engines to understand and optimize for the keywords that match the searcher&#8217;s needs. The aim of <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-research\/\">keyword research<\/a> is to get the right searcher into your website. We call this keyword intent.<\/p>\n<p>There are three main types of keyword intent:<\/p>\n<ol>\n<li aria-level=\"1\"><b>Informational<\/b> The searcher is looking to learn more information on a subject.<\/li>\n<li aria-level=\"1\"><b>Navigational<\/b> The searcher is looking for something specific nearby.<\/li>\n<li aria-level=\"1\"><b>Transactional<\/b> The searcher is ready to make a purchase.<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-94806\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-6-1.png\" alt=\"The three main types of search intent\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-6-1.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-6-1-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-6-1-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<h2>How do keyword intent and buyer journey relate?<\/h2>\n<p>The buyer\u2019s journey gives you a broad view of relevant keywords, while keyword intent focuses on the potential the keyword has to generate a purchase.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-94809\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08.png\" alt=\"How does keyword intent relate to buyer journey?\" width=\"1914\" height=\"850\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08.png 1914w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08-300x133.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08-1024x455.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08-768x341.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-05-at-14.35.08-1536x682.png 1536w\" sizes=\"(max-width: 1914px) 100vw, 1914px\" \/><\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/zero-click-searches\/\">Zero click<\/a> is a hugely important metric because it helps you determine the quality of your keywords. A zero-click keyword means that the keyword gets no clicks from either SEO and\/or <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/\">PPC<\/a>. In these cases, it\u2019s not worth prioritizing these keywords in your holistic <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-strategy\/\">SEO strategy<\/a> because they won\u2019t drive traffic to your website. More clicks mean more traffic.<\/p>\n<p>Let&#8217;s take a look at how clicks relate to intent.<\/p>\n<ul>\n<li aria-level=\"1\"><b>Awareness keywords <\/b>like \u2018duvet\u2019 are broad and do not show the intent of the searcher clearly.\n<ul>\n<li aria-level=\"2\">85% of these searches are zero click.<\/li>\n<li aria-level=\"2\">Search volume itself stands at 154,770 searches.<\/li>\n<\/ul>\n<\/li>\n<li aria-level=\"1\"><b>Consideration keywords<\/b> like \u2018duvet covers\u2019 are slightly more specific and focused, indicating that the searcher knows what type of product they want.\n<ul>\n<li aria-level=\"2\">Only 57% of the searches resulted in zero clicks.<\/li>\n<li aria-level=\"2\">The search volume dropped to 96,030 queries.<\/li>\n<\/ul>\n<\/li>\n<li aria-level=\"1\"><b>Decision keywords<\/b> like \u2018linen duvet cover\u2019 are very high intent as the desired material has been identified and the searcher is clearly interested in making a purchase soon.\n<ul>\n<li aria-level=\"2\">Only 36% of these searches result in zero clicks.<\/li>\n<li aria-level=\"2\">The search volume weighs in at 13,490 queries.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Ready to E-E-A-T?<\/h2>\n<p>In SEO, E-E-A-T stands for <strong>experience,<\/strong> <b>expertise<\/b>, <b>authoritativeness<\/b>, and <b>trustworthiness<\/b>. The E-E-A-T principle helps determine the quality of a website\u2019s content. It does this by combining a search engine\u2019s standard algorithm with feedback from human evaluators to further help the algorithm identify quality content more effectively. Quality is somewhat subjective, but it does mean the content has to exert the three cornerstones of E-E-A-T.<\/p>\n<p>E-E-A-T content is critical for all websites, but most important on YMYL (your money, your life) websites. YMYL are websites that produce content that can impact a person\u2019s future happiness, health, financial stability, or safety. Examples are financial assistance or medical informational websites.<\/p>\n<p>Like keyword intent, content connects all three search engines of Amazon, Google, and YouTube, which is why E-E-A-T matters when creating an integrated search strategy.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-94810\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-5-1.png\" alt=\"Building an integrated search strategy\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-5-1.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-5-1-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-Visual-Templates-Repository-Content-Design-Team-5-1-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<h2>How Similarweb helps with holistic SEO<\/h2>\n<p>So what\u2019s the secret to a solid search term? Here are three of my favorite tools to help you determine this:.<\/p>\n<ol>\n<li aria-level=\"1\"><strong><a href=\"https:\/\/www.similarweb.com\/corp\/search\/features\/keyword-generator\/\">Keyword Generator<\/a><\/strong> &#8211; See keywords that are winning traffic on the three biggest search engines: Amazon, Google, and YouTube. In addition to finding keywords tailored to each search giant, you can check the quality of your keywords with our zero-click search feature and evaluate your keyword\u2019s strength.<\/li>\n<li aria-level=\"1\"><strong>Keywords by Industry<\/strong> &#8211; Filter by focus phrases like \u2018what\u2019 or \u2018how\u2019 to identify awareness keyword opportunities.<\/li>\n<li aria-level=\"1\"><strong><a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-competitive-analysis\/\">SEO Competitive Analysis<\/a><\/strong> &#8211; Find out which keywords your competitors gain traffic from and their <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a>. Do the same for yourself to <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/keyword-gap-analysis\/\">spot your keyword gaps<\/a> and stay on top.<\/li>\n<\/ol>\n<h3>Start winning search<\/h3>\n<p>Now that you know the basics, you probably have a million questions about how you can build an integrated search strategy. Check out our webinar, <a href=\"https:\/\/www.similarweb.com\/corp\/webinars\/webinar-search-game\/\">Building an Integrated Search Strategy<\/a>, with SEO guru Lily Ray to get all the juicy details.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Craft your integrated SEO strategy<\/p>\n                                    <p class=\"post-banner__subtitle\">Learn how to use one SEO strategy to win on all the biggest search engines<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                    <div\n    data-contact-us=\"split\"\ndata-contact-us-hidden-campaign-name=\"Content planning webinar\"\ndata-contact-us-hidden-campaign-region=\"All\"\ndata-contact-us-hidden-campaign-solution=\"All\"\ndata-contact-us-hidden-cta-description=\"Save your spot\"\ndata-contact-us-hidden-cta-url=\"null\"\ndata-contact-us-hidden-button-caption=\"Register to the webinar\"\n>\n            <button\n                class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\" data-analytics-category=\"Form\"\ndata-analytics-label=\"Holistic SEO: 1 Killer Approach to Win on 3 Big Search Engines\"\n>\n            Register to the webinar        <\/button>\n    <\/div>\n                <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine an engine. See the cylinders firing off? The oil greasing the cogs? We think of the engine as one unified machine when in reality it\u2019s made of many moving parts. It\u2019s the same for how you conceptualize search. Like an engine, search is composed of many parts including: Channels: Every search triggers results that [&hellip;]<\/p>\n","protected":false},"author":364,"featured_media":94823,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2803,6345],"tags":[],"class_list":["post-94802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Holistic SEO Changes the Game | Similarweb<\/title>\n<meta name=\"description\" content=\"Each search engine is different, but your SEO strategy shouldn\u2019t be. Learn how to create an integrated search strategy to win the three biggest search engines.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gerald Murphy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/\"},\"author\":{\"name\":\"Gerald Murphy\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/99cedd2acd6062e356a5e0b36dcd03d9\"},\"headline\":\"Holistic SEO: 1 Killer Approach to Win on 3 Big Search Engines\",\"datePublished\":\"2021-10-05T12:08:23+00:00\",\"dateModified\":\"2025-04-03T13:18:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/\"},\"wordCount\":1056,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-SW-Blog-Cover-Image-Rebrand.png\",\"articleSection\":[\"Marketing\",\"SEO\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/\",\"name\":\"How Holistic SEO Changes the Game | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/integrated-search-strategy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/10\/Copy-of-SW-Blog-Cover-Image-Rebrand.png\",\"datePublished\":\"2021-10-05T12:08:23+00:00\",\"dateModified\":\"2025-04-03T13:18:06+00:00\",\"description\":\"Each search engine is different, but your SEO strategy shouldn\u2019t be. 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