Search isn’t something that should be contained separately from your marketing strategy. If you want to see success, cross-collaboration cross your organic, content and paid teams is important.

But it takes a lot of effort, untangling communications to cross-training to getting buy-in from everybody involved. What should search marketers do?

In this episode of Whiteboard Friday, Heather Physioc shares her framework for successfully integrating your organic, paid and content practices or a smoother search experience.