04Search Engine Marketing
Own more of the search journey.
Most organisations run SEO and PPC as separate budgets with separate reports. We plan them as one discipline: shared query intelligence, coordinated SERP coverage and landing-page learnings that transfer in both directions.
- 11
- Capabilities
- 5
- Step method
- 6
- KPIs tracked
- Search Strategy
- Search Campaign Planning
- Keyword Intelligence
- Competitor Search Analysis
- Google Search Campaigns
- Microsoft Search
- SERP Strategy
- Search Intent Analysis
- Landing Page Strategy
- Search Performance Analytics
- SEO + PPC Integration
In plain words
What is Search Engine Marketing?
Search engine marketing (SEM) is the strategy of winning visibility across the whole search results page, planning paid listings and organic rankings together so each uses the other's data.
01Why it matters
Why Search Engine Marketing matters
The results page is a single competitive surface. Managing it as one system stops you bidding against your own rankings, and it usually reduces blended cost per acquisition without reducing volume.
02Methodology
How the work flows.
Sponsored · PPC
Your brand — paid listing captures high-intent clicks
Organic · SEO
Your brand — earned ranking builds trust and compounds
Organic · SEO
Your insight article — owns the research query
Illustrative — paid and organic working the same results page together.
01Intent Model
Every commercially relevant query grouped by what the searcher wants next.
02Coverage Map
Which intents to win organically, which to buy, which to do both.
03Execution
Campaigns and pages built against the same messaging hierarchy.
04Cross-Feed
Paid query data informs content; organic winners inform bidding.
05Consolidation
Spend retired where organic holds the position profitably.
03Capabilities
What we optimise.
- Search Strategy
- Search Campaign Planning
- Keyword Intelligence
- Competitor Search Analysis
- Google Search Campaigns
- Microsoft Search
- SERP Strategy
- Search Intent Analysis
- Landing Page Strategy
- Search Performance Analytics
- SEO + PPC Integration
Who it is for
Built for teams like yours.
- Organisations running SEO and PPC as separate budgets with separate reports
- Teams bidding on queries they already rank for and unsure if it is incremental
- Marketing leaders who want one view of search performance and cost
What you receive
Deliverables, not decks.
- 01Intent model grouping every commercially relevant query
- 02Coverage map showing which intents to earn, buy or do both
- 03Campaign and page plans built on one messaging hierarchy
- 04Incrementality tests for branded and top-ranking queries
- 05Combined organic and paid reporting per intent cluster
04Measurement
KPIs we track.
Example metrics. Targets are agreed per engagement — never assumed.
SERP Coverage
Owned surface per intent
Blended Search CPA
Paid and organic combined
Incrementality
Paid lift over organic baseline
Intent Win Rate
Priority clusters held
Click Share
Total clicks captured
Landing Page Yield
Conversion per session
05Reporting
Reporting you can act on.
A combined search report — organic and paid side by side per intent cluster — with clear recommendations on where to shift investment next quarter.
06FAQ
Common questions.
Is SEM just another word for PPC?
We use it deliberately to mean the whole search surface. Paid search is one instrument within it; the strategy layer decides how paid and organic split the work.
Should we bid on keywords we already rank first for?
Sometimes — for competitive defence or when the query has high commercial value. We test incrementality rather than assuming either answer.
Can you work with our existing agencies?
Yes. We frequently sit at the strategy and analytics layer above in-house or partner execution teams.
07Insights
Go deeper on Search Engine Marketing.
- Browse insights
Search
One search strategy, two budgets
A practical model for deciding which intents to earn, which to buy, and which genuinely deserve both.
- Browse insights
Paid Media
When paid search should stop bidding
Incrementality testing on branded and top-ranking queries, and how to structure the experiment so the result is defensible.
Own More of the Search Journey.
Tell us where you are today. We'll help you identify where digital can take you next.