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When was the last time you really tore apart your search strategy and looked at why it is what it is? We’re much more likely to make necessary, iterative changes to our campaigns – but I challenge you to make 2017 the year you question everything. It’s an exercise that really doesn’t need to cost a lot of time or money, but the answers you discover could have direct, sizeable effects on revenue.
For companies serving either B2B or B2C audiences, search engine optimization continues to be a priority for driving new traffic. There are many, many articles suggesting the right tactics to help you deliver that traffic. But within this piece, I want to take a step back and offer a few key components to think through before you even begin the optimization process.
Just weeks ago, Google announced that it would be releasing improvements to its Dynamic Search Ads, making its targeting even more precise and relevant than before. But one example from the announcement caught my attention: “Ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like ‘iced coffee’.
Search engines continue to adjust algorithms to better match how consumers actually conduct their searches. How should this affect our optimization efforts? Consumers aren’t born in a vacuum, nor do they live in one. They’re inundated with a brand’s messages, ideas, discussions, and controversy across all of their digital and offline encounters.
Over the years, the usefulness of certain types of keywords has been debated, analyzed, celebrated, and even disparaged. Long-tail keywords – those specific phrases of low-volume but perhaps higher-quality queries from searchers who are closer to taking action on procuring the product or service they seek – have certainly received a heck of a lot of recognition for their value to marketers.