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How search analytics can tailor messaging and maximize performance

Martech

Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. Organic search remains a key touchpoint in many customer journeys. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. However, the digital landscape and consumer behavior are evolving.

Analytics 119
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Airbnb’s search marketing shift: Should advertisers follow suit?

Search Engine Land

A recent Wall Street Journal article reported that Airbnb’s “strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.”. In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives.

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Why high-consideration industries need AI optimization

Martech

In the marketing mix, generative engine optimization is at the intersection of SEO, content strategy, customer experience and data science disciplines. GEO and other AI optimization strategies differ from traditional performance marketing. This is a unique value of GEO, as many brands lack this convergence.

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How attribution masks what’s actually driving growth

Martech

And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. Most marketers approach branded search with a healthy dose of skepticism. Attribution. Oh, attribution. Processing.

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4 advanced ways you’re not measuring SEO effectiveness – yet

Search Engine Land

If SEO engagement is growing a lot, and performance marketing is becoming more efficient, that’s a signal to dig into your traffic mix and close/sales mix to see exactly: Where leads are coming from. Get the daily newsletter search marketers rely on. Processing…Please wait. See terms.

SEO 96