Practice 02 · Branding & communicationsSearch marketing: be found at the moment people look for you
Before contacting a provider, most of your future customers type a question into a search engine or ask an AI assistant. The answers they get mix paid ads, organically ranked pages and generated text. Handling these three spaces separately often means paying for clicks on queries where you are already visible, while neglecting the ones where you are missing. Search marketing at Kopus means running them together, from the same data.
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Anatomy of a results pageFive spaces on one page, to be held together
For a single query, the results page sets ads, an AI-written answer, a local pack, organic results and related questions side by side. Each space follows its own rules and is won with a different lever. The aim is to appear several times without paying twice for the same visibility.
- Ads (SEA)Visible from day one, paid per click, on the queries you choose.
- AI-generated answer (GEO)Only a few sources are cited: being one of them takes preparation.
- Local packBusiness profile, reviews and consistent contact details everywhere.
- Organic results (SEO)A position earned through content and technical work, here enhanced by structured data.
- Related questionsThe questions around the query: each one an answer to write.
Who it is for, and whenWhen do you need a joined-up search marketing approach?
It becomes useful as soon as several channels coexist and nobody arbitrates between them.
- You fund Google Ads campaigns while your site already ranks for some of the same queries, without knowing what you could save.
- Your organic traffic has fallen since search engines started showing generated answers, and you do not know whether your content is being used in them.
- One agency handles SEO, another handles advertising, and their reports talk about neither the same keywords nor the same conversions.
- You are launching an offer or entering a new market and need to decide which visibility to buy straight away and which to build over time.
The scopeWhat search marketing covers at Kopus
The starting point is a map of your customers’ searches: the questions they ask, the words they use, the volume and intent of each group of queries. For each group, we look at who currently holds the ads, the organic results and the AI assistants’ answers, and where you stand.
Each group of queries is then given a role: to be won through SEO, to be covered temporarily with ads, to be worked on so that AI assistants cite you, or to be left aside because it brings no customers. Budgets, content and campaigns follow from that decision.
Reporting runs on a single dashboard: rankings, costs, conversions and qualified enquiries, shown by group of queries rather than by channel. That is what makes it possible to move budget from one lever to another with full knowledge of the facts.
What you get
- A map of the queries that matter to your business.
- A clear split between SEO, SEA and GEO, budget included.
- One dashboard, organised by group of queries.
The methodHow a search marketing engagement unfolds
Initial audit
Website, ad accounts, Search Console and analytics data, presence in the answers of the main AI assistants.
Query mapping
Search groups, intents, volumes, competitors present and estimated value for your business.
Channel allocation
Role of each group of queries, starting ad budget, content priorities and technical work.
Delivery
Site improvements, new or rebuilt campaigns, priority content, conversion tracking.
Monthly steering
A shared review of results, budget reallocation and adjusted priorities.
Your questionsFrequently asked questions about this service
Answers to the questions we are asked most often about this service. Another question? Ask us directly.
Ask a questionWhat is search marketing?
All the work that makes a business visible in search engines: organic search (SEO), paid ads (SEA) and now optimisation for AI assistants’ answers (GEO). Running it as one avoids duplicate spending and blind spots.
Should we start with SEO or with SEA?
It depends on how much time you have and how competitive your queries are. SEA produces measurable results within days; SEO takes several months but then lowers the cost of every enquiry. Most projects combine both at the start, then rebalance.
Can you take over campaigns run by another agency?
Yes. We start by auditing the existing accounts and keep their history, which is valuable to the advertising algorithms. The accounts remain yours.
How do you measure results?
By group of queries: rankings, impressions, clicks, costs, conversions and, where your CRM allows it, the quality of the enquiries received. The indicators are agreed at the start and reviewed with you every month.
Does search marketing replace marketing strategy?
No. It answers demand that already exists, from people who are searching. Marketing strategy decides who you address, with which message and on which other channels.
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Show us where you stand on Google and in AI assistants, and we will tell you which levers to pull first.
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