What is your digital agency telling you in 2020? The fifth edition of our search marketing guide takes you through the key trends, tactics and strategies for search success.
This year’s guide covers:
Understanding Google’s updates
How Google’s algorithm and policy updates have changed what it takes to be successful in organic search.
How to stand out from the crowd
How search marketing needs to go back to the fundamentals of proposition, creativity and clear messaging if brands are going to stand out from the crowd and engage their audiences.
Holistic search strategy
How brands should be looking to combine organic and paid channels to generate greater efficiency, prevent channel cannibalisation and improve return on investment from search marketing.
Data-led marketing
How our relationship with data has and will develop as tech companies and regulators focus more heavily on how and when personal data is used for marketing purposes.
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About this whitepaper
For the fifth year running, this whitepaper tells you all you need to know about what it takes to succeed in search marketing. It discusses Google’s most recent algorithm and policy updates, as well as wider influences on search marketing, and highlights what these mean for your search marketing strategy.
If you’re responsible for developing and implementing your brands online strategy or for managing agency relationships then this guide is not to be missed.
The 'One Search' approach: How to combine your organic and paid strategies for greater effect.
Your audiences and consumers are changing how they behave, how they search, how they purchase and how they engage with brands online. Your search marketing strategy needs to change with them.
Google E.A.T Survival Guide
In August 2018 Google launched its Broad Update, also known as the “EAT” update. Our guide takes a look as why it's caused a number of brands in competitive search markets to lose organic search visibility.Share
