#648: Breaking down silos between paid and organic search with Matt Shenton, Croud

We are here at eTail Palm Springs and seeing and hearing the latest and greatest in e-commerce and retail.

Retailers are constantly shifting budgets between paid search and SEO—but are they missing opportunities by treating them as separate silos? In 2025, with search evolving faster than ever, the real question isn’t "which channel is better?"—it’s "how can they work together for maximum growth?"

Today, I’m joined by Matt Shenton, Biddable Director at Croud, a digital marketing expert who has helped retail brands like Every Man Jack, Creed, Nespresso, All Saints, and Vans optimize their paid and organic search strategies. With search becoming more complex in 2025, Matt is here to break down how retailers can balance paid search and SEO to drive real performance growth.

RESOURCES

Croud: https://croud.com/

eTail Palm Springs: https://etailwest.wbresearch.com/

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Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

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