#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/ Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company