pro
Laura Salaun
I build robust SEO foundations, supported by Paid Media.
New to Contra
Laura is ready for their next project!
Some treat SEO and Paid Search as two separate budget lines. Two separate strategies.
The brands growing most efficiently think about them differently, as one integrated strategy across the same page.
Organic gives you presence. Paid gives you control over message, timing, and audience. In competitive categories, both high on the page compounds rather than cannibalizes.
The bigger issue: keyword strategy built channel-first creates overlap, contradiction, and duplicated effort. It should be mapped at the brand level first (what to be found for, by whom, at what funnel stage) then each channel activates against that map.
When alignment exists, the channels feed each other. Paid Search data (which pages convert, which messaging resonates) is one of the most underused inputs for SEO.
It's not always a budget problem. It's a structure problem.
Thinking through your search strategy? I'd love to exchange thoughts
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Some brands have a marketplace problem disguised as a growth problem.
Volume is coming in, but the channel doesn't reflect who they're trying to reach. It's capping their ceiling.
I see this with high-end brands that built early traction on marketplaces. Organic flatlines. No content strategy. Technical debt. An audience mismatch no spend will fix.
How I approach it:
→ Audience clarity first
→ Content strategy built around EEAT
→ Keyword architecture aligned to intent
→ Technical SEO foundations
The result: the brand attracts the clients it was built for, through a channel it owns.
Marketplace dependency doesn't just limit growth. It limits who finds you.
Organic plateaued? Let's talk, DM me or :arlesienne.co (http://arlesienne.co)
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"SEO isn't sexy"
OK, how about +43% more clicks and 20% higher CTR in a zero-click era?
For this client, we rebuilt tech SEO foundations (heading structure, canonical links, structured data), reviewed their on-page content (meta-title, descriptions, alt-text, and file renaming) and developed a content strategy (8 articles per month, focusing on branding, in-depth product details and SEO visibility)
The challenge? Remaining consistent in building a robust SEO strategy amidst one of the most volatile period on SERP, with many algorithm updates and AI Search shaking the industry.
The results?
* +82% traffic, while most websites have seen their organic traffic slashed by 50% to 80%
* AI Overview impressions as early as September 2024
* Ranking top 10 on 285 keywords vs 50 at the start.
Need SEO support? Reach out!
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Need a last minute BFCM campaign? Let me know!
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Back in June, this client had given up on Google Ads due to constant issues with policies and their ads getting disapproved.
Fast forward to November, we are up and running, Search campaigns are running smoothly, we recently expanded to non-Branded and optimized the Shopping feed. Next step: Get this ROAS above $1.
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Heard: SEO is dead. Zero-click is killing traffic.
Reality: Good SEO still drives traffic.
Not in image: +67% increase on leads and +27% sales YTD from Google organic traffic.
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Happy to join Contra today, and excited to get to work on your SEO and Paid Media campaigns. 10+ years experience, yet no wrinkles except the smile lines :)
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