social media and search analytics features added to Searchmetrics Suite -->
Another new feature is Holistic Search, which lets marketers analyze the performance of their organic search and paid search activity side by side to maximize overall traffic and conversions. And thirdly, the new Content Optimization feature lets marketers gather insights from competitors' web sites including generating lists of alternative phrases and wording for specific target keywords or topics.
The three new features can be found on the Searchmetrics Suite, the company's online platform for digital marketers and agencies which provides customized insights, forecasts and recommendations to support cross-channel digital marketing campaigns including search, social media and mobile.
Social Engagement helps marketers analyze the social media performance of their domains by tracking how frequently specific URLs and landing pages are shared - and on which social networks (Facebook, Google+, Twitter, Pinterest and
"If real people share content on the web it shows the content is valuable, so keeping track of social engagement indicates how successfully your content connects with your target audiences. On top of this, social shares also drive traffic and can potentially help bring in-bound links to indirectly support SEO - so another reason to monitor social engagement. And we know that there's a strong positive correlation between social signals and
Holistic Search combines data about a web site's search rankings for target keywords, the traffic the site generates through individual keywords and the conversion results - and then looks at these three data sources from an organic and from a paid search perspective. Comparing organic and paid performance on the same keyword set in this way enables marketers to identify hidden traffic and conversion potential. It also means organic and paid marketers can learn from each other and create a more integrated strategy to maximize results.
"Organic and paid search should not work in isolation - they work best if they support each other. Are there keywords with low organic rankings that could generate more traffic and conversions with more paid search support? Is it possible to reduce spend on certain keywords which already have high organic rankings? Or should there be a strategy of dominating both organic and paid search for certain keywords. Our new Holistic Search analysis can help provide insights in these areas," explained Tober.
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