Indian Brands Crack The Code Of Integrated Search Strategies

In this first article of the new year, I thought I should touch upon an operational topic. While I normally prefer to cover topics such as corporate governance, ethics, ESG, consumer electronics, digital convergence and marketing at senior and board levels, I have been fascinated by the dynamic landscape of search engine usage and how a multitude of upstart Indian brands and kids are using integrated organic and paid searches to create and establish new brands. 

Recent data indicates that over 80 per cent of internet users above the age of 16 globally use search engines each month. The trend is only growing, and this reliance on search engines demonstrates their enduring importance as an important cornerstone of digital marketing. I have also seen several people feeling the challenge in how to maximise both paid and organic search strategies without feeling they are overspending.

So, from a senior leader’s perspective, let us first understand the main differences between organic and paid search. While many of us may have our own explanations, in simple terms, I would like to state that organic search focuses mainly on building long-term visibility. This visibility comes through content optimisation, backlinks, and technical search engine optimisation. This process is something very similar to planting seeds in our garden. Do not expect to see quick results. But, with determined, regular care and effort, expect the seeds to grow into a sustainable traffic source. Organic traffic is generated through Search Engine Optimisation (SEO), which involves optimising websites as well as content to rank higher in search engines.

On the other hand, paid search is about getting immediate results. This is something akin to taking Panadol rapid action when there is a headache.  Paid search, also known as Pay-Per-Click (PPC) advertising, allows businesses to place ads at the top of search engine results pages by bidding on specific keywords. When users click on a paid ad, businesses pay a fee to the search engine. This allows companies to gain immediate visibility in search results without waiting for organic rankings. By investing in ad campaigns, one can bid for search engine results pages. Paid search is ideal for generating quick traffic or driving immediate conversions during high-demand periods like holidays or sales.

Ideally, the two strategies work best when they are used together. Paid search can amplify organic efforts by driving traffic to optimised landing pages. Organic insights create better targeting for paid campaigns. Yet again, this is something similar to one wearing bi-focals. A good view of the near and the distant. 

The starting point is always getting clarity in goals. Is the aim to increase brand awareness? Is it to drive website traffic? Or is it to boost conversions? Defining specific objectives always helps where to focus and how to allocate resources effectively. And if results are not adequate, its good to go back yet again to the drawing board.

Budget is an extremely critical piece of the puzzle. A smart way to stretch the budget is knowing when to pause paid search efforts for keywords where organic rankings are already performing exceptionally well. If the organic keywords consistently hold the 1st position with no competition, continuing to run paid campaigns targeting the same terms might result in unnecessary spends without significantly increasing traffic or conversions. 

Balancing organic and paid search strategies with a limited budget is no easy task, but it is one of the most rewarding challenges faced by good marketing people.

The other critical element of the puzzle is data. Data is the lifeblood of any successful strategy. Regularly analysing and interpreting campaign data is the best way to ensure that every dollar spent delivers measurable results. Data provides the clarity needed to refine organic or paid search strategies and maximise efficiency. My personal assessment is that, in the desire to generate quick results, most brands and marketing teams do not do a deep dive into analysis of data.

Success in SEM is not about having the biggest budget—it’s about being strategic, adaptable and resourceful. By testing, optimising, and prioritising high-impact areas, one can truly maximise SEM potential, no matter the size of budget. Now is the time to evaluate strategies, make data-driven adjustments, and let organic and paid search work together to elevate marketing results.

Captivating SEO success stories serve as a testament to the power of strategic optimisation. From the new and upcoming brands to the e-commerce industry, the results highlight the tangible impact that effective strategies can have on organic search visibility, traffic, and conversions.  

By focusing a fair portion of time on understanding target audiences, creating valuable content, leveraging digital PR, and aligning with user intent, one can pave the way for one’s share of SEO triumphs.  

It is good to remember two things. One is that algorithms keep changing very frequently. Strategies that worked two years ago may not work today. Therefore, always looking at the data and adapting to whatever comes one’s way would help in a truly successful SEO campaign.  The second is that every parent aspires to see their child come first in each class. The same way, each brand aspires to be on the first page of the SERP. There are bound to be hits and misses along the way. Accept and keep doing better.

India is home to almost 900 million active internet users. Out of these, 400 million are urban internet users and 500 million are rural users. Ratio of male to female users is almost equal. India has the world’s third-largest online shopping base in the world. It is this burgeoning ecosystem that the new-age brands aim to capitalise on, on the back of the growing appetite of Indian consumers for innovation and waning loyalty towards traditional players. There are some wonderfully successful case studies of how integration of organic and paid search is being done.

Niranjan Gidwani

Guest Author Former CEO of Eros Group