Competition continues to tighten in search as brands compete for organic space and results. It’s not surprising that 80% of search-engine optimization (SEO) experts say the changes Google has made in recent years have impacted how they execute strategies this year
BrightEdge recently surveyed more than 500 marketers and found that 75% of organizations said SEO will play a broader role in their marketing plans, according to Jim Yu, CEO at BrightEdge.
Organic and paid search combined still dominate website traffic. Some 68% of all online experiences begin with a search, and 53% of consumers conduct a search before making a purchase.
SEO has become the highest converting channel for business to business (B2B) companies, generating between two and three times more revenue from search than any other channel.
Search & Performance Marketing Daily caught up with Yu to learn more about the relationship between Google and SEO, how marketers should approach SEO in these economic times, and what are the best uses for automation.
S&PMD: How do you see the relationship between Google and SEO developing?
Yu: Google will always align search to the human customer journey, and we have found that it is rewarding better experiences. We did a study that shows improvements in pages that win rankings. From quarter to quarter, we see retail results featuring faster pages, software results have more concise URLs, higher education results include more rich media, and banking results...
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