As brands contend with the ever-changing nature of the search landscape, the hunt for visibility is at the core of the current trends in both organic and paid search marketing. These are my picks for the top three search marketing trends that brands need to be aware of – and what they mean for your business.
- Google’s getting to the root of which sites best serve users
When it comes to search engine optimization, Google has enhanced its ability to understand not only a site’s design but a site’s content, and it relies on this information when it comes to positioning sites in search rankings. Google’s knowledge allows it to see how websites factor into a searcher’s journey and to know which sites leave users looking elsewhere. Sites that successfully satisfy searchers’ needs are being given priority over those with more superficial content that leave the searcher wanting more.
The Takeaway: For your business’ site, really think about how you keep your customers coming back. Provide value for the return need and not just the immediate need. Take the time to develop good content with purpose. Creating content for content’s sake – an all-too-common practice – will lead to a poor overall experience. Search engines and users consider your site a critical brand experience. Develop and publish content that extends the experience your brand wishes to provide…
Mapping Content to Search Marketing Strategy: 3 Trends and the Takeaways Your Brand Needs to Know
