Turn Search Traffic
Into Site Traffic

Now that we know your priority keywords we must determine which platforms on which visibility for these keywords will be most important. This is a consultive and collaborative process, with us recommending platforms based on our expertise and understanding of your customer’s search behavior.

With your priority keywords and platforms determined, the next step is identifying patterns in Search Results Page (SRP) features shown when searching your priority keywords on your priority platforms. Different keywords produce different SRP features. For example, any geo-specific search (ex. “Near me”) typically produces the Places map results feature at the top of the page. Any informational-intent search (ex. “how,” “what,” “when,” etc.) almost always produces the AI Overview (AIO), People Also Ask (PAA), and/or the video packs. Any transactional-intent search typically results in the sponsored product carousel and the free product listing grid being displayed at the top of results pages. Different features require different optimizations to generate visibility. By understanding the features most commonly shown, we’ll have a better understanding of what we must do.

Success in search marketing is reverse engineered. Businesses already rank at the top of search engines and are most frequently cited on AI channels for your priority keywords. By definition, this means they’ve optimized their site to the point these platforms expect to receive the greatest share of clicks.

There are patterns in the type of content that search engines and AI channels reward with high visibility for keywords, just like there are patterns in the result page features displayed when these keywords are searched. We identify the content receiving the most traffic for your priority keywords and analyze it to identify commonalities in topics, structure, authority, etc. Referencing this analysis, we build a content plan focused on your priority keywords that seeks to replicate what the elements your priority platforms reward most.

With your keywords researched, platforms determined, SRP features mapped, competitors analyzed, and content plan built, we now have everything we need to launch your search marketing program. This is where strategy becomes execution. We implement the technical optimizations, publish the content, configure the campaigns, and ensure your digital assets are structured in a way that search engines and AI channels can crawl, understand, and surface. Every action taken in this phase is rooted in the findings from the previous five steps — nothing is arbitrary, nothing is assumed.

Search marketing is not a launch-and-leave discipline. Search engines update their algorithms, AI channels evolve how they source and cite information, competitors adjust their strategies, and consumer search behavior shifts. We continuously monitor your visibility across your priority platforms, measure performance against your priority keywords, and identify what’s working and what isn’t. When we see opportunities we act on them. When we see declines we diagnose them. This cycle of optimization, observation, and adjustment is what separates sustained visibility from temporary rankings.