A new, superior model of search advertising optimization is emerging. Rather than optimizing SEM (search engine marketing), SEO (search engine optimization) and PLA (product listing ads) efforts separately, cross channel optimization advances these channels together.
Cross channel optimization will save you from spending your time, money and efforts in the wrong places. Instead, this targeted approach can help you reach thousands – if not millions – of people through the right channel to help you gain tremendous growth and generate more leads and sales!

The Importance of Cross Channel Optimization

Cross channel optimization is crucial concerning search engine results pages (SERPs). SERPs feature different sections where various types of search results appear. Some of these sections include organic listings, paid listings, image results, local results and more.

A systematic, cross-channel approach focuses on site visibility across these different channels. In other words, it allows you to work with the channels that perform best according to a particular keyword. Thus, you can direct your marketing efforts to that channel for more targeted and higher performing results.

There are several benefits to optimizing channels together, rather than separately:

• Gain visibility: If you are weak on one channel you can use your strengths on the others to boost your page profile.
• Save money: You can save money by spending it exactly where you need it, rather than on needless ad spend.
• Put effort where it matters: You can put your efforts into the channel that works best in the SERP for a particular keyword.

4 Steps to Getting Started

Do you want to get started with cross channel marketing? Let’s talk about some simple steps to help you dive right in.

Step 1: Identify Your Keyword List

Set keywords for which to optimize your site. You can use many metrics to create a priority keywords list including:

• Top search volume
• Top impression volume
• Top sales drivers for your niche

Step 2: Know the SERP Layout for Each Keyword

It’s important to know the SERP layout for each keyword, that way you know which channel to focus on and when.

Some typical arrangements include:

• PLA first
• Organic first, SEM at the bottom
• SEM first; PLA next; organic at the bottom

Step 3: Score Yourself

Once you know which section comes first for each keyword, it’s wise to keep score of your appearance in those sections. In this way, you can test and measure your success to ensure you are moving in the right direction.

Once you calculate your score, you’ll want to identify weak keywords and review the page layout for those keywords.

Step 4: Study Your Competition

Along with keeping score of your reach and visibility, you also want to study your competition. By studying your competitors, you can understand their strengths and weaknesses regarding keywords and channels, and use that to get ahead.

Final Thoughts

Cross channel optimization is a great tool to use to get targeted, more concise results in the search engine. It allows you to boost your visibility, save money and focus your time and efforts where they matter most.