Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.

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About Heather Physioc

Heather Physioc is Group Director of Discoverability at VMLY&R. VMLY&R Heather is a graduate of the University of Missouri in Columbia, with a bachelor's degree in strategic communication (advertising), and holds an Executive Master of Business Administration from Rockhurst University. She is an adjunct professor of marketing technology at the master's level at the University of Kansas.

About VMLY&R

Across six continents with many languages and diverse cultures, VMLY&R is united by the power of human connection. As a global full-service marketing agency, we harness creativity, technology, and culture to create connected brands that impact the world.

About Discoverability

The Discoverability Group includes the Organic Search, Paid Search and Performance Content teams at VMLY&R. Together, and in partnership with other VMLY&R disciplines, the Discoverability group creates powerful, data-driven search campaigns and digital content that drive visibility, traffic, and conversions for brands. Want to join this award-winning team? Check out our job openings here.

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