The magic of search for any product be it entertainment or male grooming is a sense
of discovery from credible sources.

Paid search creates awareness, but it isn't special when used in conventional ways, unless a product already has so much hype around it that people are searching out access to a specified unique link.

Organic SEO, where content is found in links from reputable non-official social networks, blogs and sites, holds more credibility and the propensity to be shared with others.

That said, paid search, when approached with the right strategy, can become a very powerful engine for Organic SEO by driving a search to secondary locations where key content is located, but the product purveyor is not the primary source of the content.

This translates well beyond entertainment and grooming products. But for this discussion, here's how an entertainment platform and a men's grooming product could both work with Organic SEO driven with paid search.

Go to Google and type in "Iron Man 2." The first article that pops up might be something like "EW News" with the headline "Thor,' 'Iron Man 2' still coming despite Marvel sale."

Surmise in this case, the studio could give an "Iron Man 2" exclusive story to EW in exchange for the word "Thor" being placed in front of "Iron Man 2" in a headline to create awareness around the new "Thor" movie. Links to special video trailers to both could also be embedded in the article.

You could also surmise it would be in a studio's best interest to provide paid search for the term "Iron Man 2," not that they really need it. But assume they do with links to portals well beyond their own website, that carry stories and video links about the popular "Iron Man 2"but also cover newer, lesser known or hyped properties in the same article with links to view special exclusive peeks.

Now switch gears to Men's Grooming, (or food, beverages, cleaning products, automotive etc.)

You know that Fantasy Football fans (or mom's, or other audiences) like your products. You use key paid search terms like "Fantasy Football" to link to organic product mentions and links. Google search for Fantasy Football returns "Top 10 Ideas To Spice Up Your Fantasy Football Season."

Click on the link to find a countdown list from the "Gaming Guru" which could include nice mentions for your new close shave product. It might even include a video link from this weekend's fantasy football kickoff in Las Vegas with your product featured in it.

These are abbreviated examples of where your paid search can be driving to organic places where your product becomes part of a lifestyle moment endorsed by credible sources vs. a paid link to your web site begging for a view of a video trailer.

We have a new special marketing insight report being released this month entitled "XL Marketing Trends" which highlights the top 10 trends changing the marketing landscape now and into the next 10 years.

Organic SEO is #4 and provides an in depth review of where it is now and where it's going. Paid search is a key component to organic search. It just requires strategy, coordination and reverse engineering to maximize results.

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