How to Improve Your Google Search Strategy

Is your search strategy working for you—or against you? Whether it’s competitors outranking you, wasted ad spend, or AI disrupting rankings, small missteps can lead to lost revenue.

Here’s how to refine your approach and dominate search results.

1. Find & Close Content Gaps

Are competitors ranking higher for valuable keywords? Here’s what to do:
✅ Use tools like Google Search Console & Ahrefs to identify pages losing rankings.
✅ Refresh underperforming content with better internal links, FAQs, and keyword optimization.
✅ Publish long-form, high-value content targeting missing keyword opportunities.

Action Tip: Conduct a competitor content gap analysis to determine what’s working for them and develop a better solution.

2. Balance Paid & Organic Search

Avoid cannibalization with:
✅ A/B testing ad placements to determine where organic listings already perform well.
✅ Running brand search ads strategically—not where you’re already ranking #1.
✅ Use Google’s Search Terms Report to filter high-converting keywords for both SEO & PPC.

Action Tip: Reduce paid spending on keywords with strong organic traffic and reinvest in areas that need a boost.

3. Adapt to AI-Powered Search

AI is changing how Google ranks content. Here’s how to stay ahead:
✅ Optimize for featured snippets & AI-driven search results (structured data, concise answers).
✅ Leverage Google’s Helpful Content updates—focus on people-first content, not just SEO tricks.
✅ Test AI-generated content with human oversight for scale while keeping quality high.

Action Tip: Prioritize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to rank higher in AI-driven searches.

4. Stop Wasting Ad Spend on Diminishing Returns

If cost-per-click (CPC) is rising without better results, here’s how to fix it:
✅ Shift budget toward high-intent, low-competition keywords for better ROI.
✅ Test Performance Max campaigns and analyze conversion paths.
✅ Set up negative keyword lists to filter out low-value clicks.

Action Tip: Track incremental lift—is your ad spend actually driving new net conversions or just capturing what organic search would have won anyway?