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Integrated Search Trends Briefing

Key Takeaways from Digital Cream, London 2015 in association with Ayima

Integrated Search Trends Briefing Key Takeaways from Digital Cream, London 2015

in association with Ayima

Econsultancy London 4th Floor, Wells Point 79 Wells Street London W1T 3QN United Kingdom Telephone: +44 207 269 1450 http://econsultancy.com [email protected]

Econsultancy New York 350 7th Avenue, Suite 307 New York, NY 10001 United States Telephone: +1 212 971 0630

Econsultancy Singapore 20 Collyer Quay #23-01 Singapore 049319 Telephone: +65 6653 1911

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2015

Published May 2015

http://econsultancy.com/

mailto:[email protected]

Integrated Search Trends Briefing in association with Ayima Page 3


Contents

1. Introduction ..................................................................... 4

1.1. About Econsultancy .................................................................... 4

2. Foreword by Ayima .......................................................... 5

2.1. About Ayima ................................................................................ 6

3. What is Integrated Search Marketing? ............................ 7

4. Market Trends ................................................................. 8

4.1. Tactical integration of SEO and PPC is well defined.................. 8 4.2. Site architecture and performance more important than

ever............................................................................................... 8 4.3. Integrated search is analogous to brand building ...................... 9 4.4. Mobile search is about intent and experience ............................ 9 4.5. Keyword data and rankings reducing in importance but

measurement still challenging .................................................. 10 4.6. Brand versus generic is still a lively debate .............................. 10 4.7. Content and social may be stealing the limelight...................... 11 4.8. Do not discount Bing .................................................................. 11

5. Organisational Challenges Persist ................................. 12

5.1. Knowledge levels ........................................................................ 12 5.2. Skills shortage ............................................................................ 12 5.3. Agency or in-house? ................................................................... 12

6. The Future of Search ..................................................... 13

6.1. Search as a platform ................................................................... 13 6.2. Anticipatory search .................................................................... 13 6.3. Mobile overtakes desktop .......................................................... 13 6.4. Simplified ad platforms .............................................................. 13

7. Market Data and Statistics ............................................ 14

7.1. Extracts from the UK Search Engine Marketing Benchmark Report 2014 ................................................................................ 14

7.2. Third-party statistics .................................................................. 17

8. Resources ....................................................................... 18



1. Introduction This briefing is based on the issues discussed by digital marketers at Digital Cream London 2015.

Digital Cream is a regular Econsultancy event, held across Europe, North America, Australia and Asia, bringing marketers to a selection of exclusive invitation-only roundtables, each with a different theme. Digital Cream provides an opportunity for senior client-side digital marketers to discuss best practice and the reality of digital marketing.

With the discussion moderated by a subject matter expert, the elite of the digital world share their thoughts under the ‘Chatham House Rule’ which ensures that they can speak freely without their comments being attributable either to their company or themselves. In addition to the insights shared, this document provides background information on this topic, and points to resources from Econsultancy and other companies that provide analysis and discussion on the subject area.

The Digital Cream roundtable on integrated search marketing was sponsored by search agency Ayima and moderated by Amy Wilson, an independent consultant.

1.1. About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events.

Founded in 1999, Econsultancy has offices in New York, London and Singapore.

Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription is supported by digital transformation services including digital capability programmes, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.

Subscribe to Econsultancy today to accelerate your journey to digital excellence.

Call us to find out more:

z New York: +1 212 971 0630

z London: +44 207 269 1450

z Singapore: +65 6653 1911

http://econsultancy.com/subscribe



2. Foreword by Ayima The search landscape has changed dramatically over recent years, in both paid and organic search. Online marketing in general has been overcome by the complexities of real-time, multi-device and multi-directional communications.

Faced with the daily challenges of the ever-changing criteria for success in search results, the shift has forced search marketers to embrace a single concept: integration. Politics, change management, leverage and action are just important as HTML tags and keyword bidding.

Integrated search marketing works at enterprise level, to ensure search, social, content and PR activities work together to deliver ROI.

Instead of only utilising a single form of media to enhance awareness, you can leverage each channel’s intrinsic strengths to achieve greater impact. We as search marketers must understand each medium’s limitations and look at tactics that will bridge the gaps.

Efficacy comes from this integrated approach being part of strategic campaign planning from the outset. The benefits include synchronised brand and commercial performance, resulting in greater volumes of targeted traffic due to shared data insights.

Conversion rates improve as a result of core site content and linkable assets, providing added value to the end user and the marketer (e.g. meeting goals and KPIs).

The criteria for tactical co-ordination, defining scope and application of processes, varies across each channel. Search marketing strategies and content marketing campaigns that weave together many marketing disciplines (e.g. paid advertising, PR, sales, owned assets, and social media) must suit the particular goals of the brand.

Success for an integrated search marketer comes from the ability to embed SEO and PPC tactics across an organisation’s entire marketing operation.

Our core mission at Ayima is to drive more intelligent search marketing through data collaboration. Advanced analytics inform strategies, educating marketers and their wider business so they can get the most out of their efforts.

To find out more, visit www.ayima.com or email [email protected].

Janaya Wilkins, SEO consultant, Ayima

Joe Crowther, Search Director, Ayima

http://www.ayima.com/




2.1. About Ayima Ayima offers specialist, enterprise-level search consulting with senior-level expertise across the board. Headquartered in London, with offices in New York, Raleigh, Vancouver and Stockholm, Ayima is the only dedicated search firm in the UK, USA and Canada.

Ayima pride themselves on their ability to identify high-level insights that signal industry changes allowing their consulting, and subsequently their customers, to stay continually ahead of those changes in client sectors. Ayima’s approach to search is focused in the same way that Google’s approach to serving results is – it’s all about the end user. Using cutting-edge techniques not found on forums and blogs, all decisions are backed by hard data.

Ayima offers the alternative to an in-house team with a concentrated team of specialists, ensuring that clients are supported by a team of leaders in their field. Ayima spends time training and educating clients and promoting cross-channel collaboration ensuring that search is well integrated into all parts of the marketing mix.

Ayima has built tools and technology to understand what it takes to develop the best search strategies and execution plans in the industry. Ayima has its own index of the web and can use its own crawlers to analyse websites across the internet – in the same way that search engines do. Ayima will work with large data sets to make high-impact recommendations based on actionable data insights to deliver best ROI for your business.

To find out more, visit www.ayima.com, email [email protected] or call:

z London: +44 20 7148 5970

z New York: +1 212-219-8276

z Raleigh: +1 919-647-9676

z Vancouver: +1 6047572495

z Stockholm: +46 0707324124

http://www.ayima.com/


tel:%2B44%2020%207148%205970

tel:%2B1%20212-219-8276

tel:%2B1%20919-647-9676

tel:%2B1%206047572495

tel:%2B46%200707324124



3. What is Integrated Search Marketing? Integrating more than just SEO and PPC?

The opening topic for debate on the integrated search table at Digital Cream 2015 was ‘What exactly is integrated search?’

The term has traditionally referred to a tactical and strategic balance between natural search (SEO) and paid search (PPC). SEO and PPC have different goals but are optimised by analysing many of the same metrics and ultimately both support the targeting of a broad set of key phrases.

However, as digital marketing has matured, integration has become more important in a wider sense. This is attributable to a number of factors:

z Customer behaviour is increasingly multichannel, fuelled by the adoption of smartphones.

z Google and other search engines continue to change in line with this behaviour, for example benefiting mobile-friendly websites and using social ranking factors.

z Online content has increased in importance within the customer journey, with tracking and attribution higher on the marketing agenda.

So, the definition of integrated search becomes broader. Its aims may now be said also to include the use of web design, social media, PR, email and display advertising to increase search visibility, effectiveness and value.

One could almost say that ranking highly in search has become the main focus for digital brand building. Much of a marketer’s activity can impact positively on search, such is the sophistication of search algorithms.



4. Market Trends

4.1. Tactical integration of SEO and PPC is well defined The discussion between delegates revealed many clear examples of the interplay between organic and paid search. These included:

z Identifying pages with comparatively low organic ranking and high PPC conversion rate. These pages are clear targets for SEO, enabling a company either to save money on PPC or capture more of the search engine results page (SERPs). Ayima revealed that it is currently using data from its PPC data stack and organic reporting tool to identify content performance gaps and then overlay revenue data to identify commercial opportunity.

z Using paid search to mitigate negative organic search results (such as bad press or negative social posts). One example given was a reputation management campaign for a global oil company which involved pushing PPC performance for brand keywords alongside the brand SEO campaign, and promoting other branded web properties.

z PPC as short-term improvement on the formatting of organic listings. Optimising PPC snippets is the only option for some with little website control or in the midst of a protracted update or redesign.

z Paid ads as a testing ground for longer-term search strategy. Now that a lot of search terms are ‘not provided’ by Google Analytics, PPC is an agile method to test the success of targeting new key phrases.

z CTRs are shown to be higher (both at an overall level and for PPC) when organic and paid listings appear in the search engine results pages (SERPs). It was noted that this isn’t always the case however, and should be rigorously tested on a per-sector basis.

Voice of the expert

“In conjunction with a client’s paid search agency we have tested a number of different PPC adverts to optimise click-through rate (CTR) and conversion within the channel, before rolling the winning format out in select organic search results for a CTR improvement of 10%. This is now a strategy that will be adopted across all key landing pages to ensure that SEO CTR is optimised alongside that of PPC. Collaboration also ensures that messaging is consistent across both PPC and SEO listings and customers are not confused with multiple prices, USPs and brand messages.”


4.2. Site architecture and performance more important than ever One delegate discussed their own website, saying that its site search wasn’t sophisticated enough to serve the right content to users. The effect of this was users being driven to Google to search for specific site content, rather than being able to find it easily from the site’s homepage.

In this particular example, the phenomenon of relying on Google for site navigation was seen among staff members too, demonstrating that information architecture and site search can be a significant hindrance in the user journey. The effects of this may include the need to increase paid search spend on brand terms and longer tail generics, not to mention poor conversion on site.

PPC, SEO and site architecture improvements unsurprisingly go hand in hand. Some delegates discussed landing page strategy as a high priority. Although the concept of landing pages is



nothing new, search algorithms are now sophisticated enough that marketers in 2015 instinctively understand the innate links between PPC, SEO and landing pages.

Creating clear and focused landing pages is important for increasing PPC share of impressions. Optimising these landing pages for SEO is equally important, ensuring the page is socially sharable, has inbound links, contains optimised copy and is part of the site hierarchy.

What this means is that a short-term tactic to negate poor site architecture (PPC) becomes the start of a longer-term acquisition strategy (SEO) that in turn improves a site’s usability and conversion – a virtuous cycle.

Site speed is equally as important as architecture. Although speed is known as an organic ranking factor, it also affects PPC performance and impacts Ad Rank. In February 2015, Google began trialling a red ‘slow tag’ in mobile organic search results, again bringing this issue into focus.

But what if marketers have no power to influence site design or performance?

4.3. Integrated search is analogous to brand building One delegate raised the issue of marketers who have little influence over website architecture and mark-up. This delegate was marketing dozens of international websites and discussed a need to be tactical with paid advertisements.

An increase in media consumption and multichannel customer journeys means that promoting content appropriately can yield great results. In this delegate’s example, even promoting third party content (such as a product review) proved successful in an integrated search strategy.

For example, this delegate used content networks such as Outbrain to promote a particularly good article resulting from PR activity. The third party content in question may contain an inbound link, in which case promoting this page should directly increase traffic to the brand site. However, even without a link, this activity is equivalent to brand building – something broader than just SEO. Increased social activity and brand mentions will follow and the promoted content, if popular and chosen correctly, should indirectly improve search visibility.

Display advertising is another weapon for an integrated strategy. Search retargeting allows companies to follow searchers around the web with display ads. However, as in previous years, many delegates admitted that without multi-touch attribution models they were unable to quantify the success of display ads or justify spend on them.

Interestingly, tactics to bolster SEO or PPC gains have changed as customer habits have evolved. One fine example is the use of television and PPC. Paid search worked well when run simultaneously with a relevant television show, however, television is not always watched live any more (thanks to the popularity of on-demand services). One delegate remarked they were therefore seeing this symbiotic relationship tailing off.

4.4. Mobile search is about intent and experience Mobile search didn’t feature as prominently as it could have during the Digital Cream 2015 roundtables considering its dramatic rise over the past two years. Bing reported mobile searches doubling over 2014.

Delegates did voice concerns about the predominance of paid ads within mobile search. The SERPs can often solely include paid ads on mobile, due to limitations in screen size. This was a particular concern for smaller companies that can’t compete on more popular generic search terms.



Mobile search is different to desktop for several reasons. Users are often in the early stages of their journey to purchase, researching a product or service. This makes it even more important that sites are usable and present plenty of persuasive and focused content on mobile.

Mobile users also provide lots more contextual information; they are often signed in to other apps and may give away their location, direction and speed. Already, click-to-call is a mobile-specific ad format popular in certain sectors and location-based targeting can be particularly powerful on mobile. Marketers should expect mobile search to become more powerful over time, utilising new streams of data to further anticipate user need.

Voice of the expert

“Although Ayima has been testing Mobile PPC ahead of the upcoming [Google] algorithm update, it is clear that many businesses have not made it a priority to optimise their sites for mobile users. It’s essential to have a strategy in place in order to prevent any revenue loss through a decline in organic rankings. If your site drops as a result of the update, it would be worth having a budget available to recoup any lost traffic in the short term while you resolve any SEO issues.

“In preparation for Google’s first ‘mobile-friendly’ targeted update, (and many more to follow), we have built a free tool offering the only industry specific, real-time data and insights for marketers eager to monitor its impact on their sites. Ayima Pulse is a visualisation of Google rankings, showing how big and small algorithm changes are affecting the major sites within each industry. Try the tool here: http://ayima.com/pulse/.”


4.5. Keyword data and rankings reducing in importance but measurement still challenging One delegate expressed the opinion that keyword data and rankings are not as relevant as they once were. This may be a convenient viewpoint considering that Google hasn’t been providing organic keyword data for some time.

However, there is truth in the fact that a richer and more sophisticated search environment means marketers must concentrate on optimising a wide key phrase set. Content must be optimised for more than one keyword and must also serve a purpose and be usable. Brands must make sure they are visible at multiple customer touchpoints.

Some delegates admitted it was difficult to integrate search without attribution modelling. Most delegates had analytics implemented, with goals set up including click-through and conversion from PPC. However, the next step of attribution is still not widely established outside of larger companies. This can make it more difficult to understand the relationship between PPC and SEO.

Delegates were familiar with the elements and importance of attribution, such as call tracking to ascertain the impact of search in the call centre. Some were using this technique.

4.6. Brand versus generic is still a lively debate Some Digital Cream delegates still express dismay that bidding on brand terms is costing them money where they already rank well organically. One delegate discussed a scenario where they had turned off brand terms in PPC and seen no detrimental effects on conversion. Others were more sceptical. Many view brand searches as the most direct and valuable traffic, so maximising coverage of the SERPs by using PPC and SEO is worth the money. CPCs are generally lower than generics and CTR is high. Failing to purchase brand PPC ads can lead to competitors muscling in on the act even further and, indeed, this was a gripe of medium-sized but well-known companies.

http://ayima.com/pulse/



A Q4 2014 study from BrandVerity of branded keywords (from more than 250 well-known B2C brands) found that though usage varies by vertical, a well-known brand can expect to lose between 10,000 and 60,000 visitors per month through rival brand-bidding. One delegate pointed out that in the event of a failed experiment of not bidding on brand terms, CPCs will be increased if one was to then ‘switch brand terms back on’ after a few months.

Voice of the expert

“We have seen positive results during a client’s brand switch-off – a saving of hundreds of thousands of pounds. PPC bidding on key high volume brand terms was turned off, however organic search managed to recoup all of the ‘lost’ traffic and revenue, allowing the PPC agency to re-invest the funds into other generic terms in order to drive additional incremental revenue. A competitor did begin to bid on some of the brand terms, however analysis showed that this again did not have a negative effect on the brand revenue and traffic.”


4.7. Content and social may be stealing the limelight Content marketing and social media were often the subtext to discussions about the maturity of SEO and PPC, and organisational challenges in integrating search. Growth in content marketing and social media job titles has outstripped that of search-related positions. The success of Facebook Advertising in particular may be diverting some focus from search, even though no other ad product can rival PPC for capitalising on intent.

Although the trend is for a slow increase in both digital budgets and marketing teams, it may be that focus on content and community is preventing companies from bringing search back in-house. Content and social may be seen as disciplines that are harder for an agency to get right and brands may rightly be happier to outsource search to agencies of long-standing expertise in this more prosaic field. Of course, content strategy is a vital part of SEO and something all delegates have long been championing internally.

4.8. Do not discount Bing In previous years Bing may not have been taken as seriously as a topic of discussion of Digital Cream. That changed this year as many admitted they would be reconsidering their lack of spend on Bing ads. This is partly due to continued share of search on the platform and an improving product, but also due to Firefox’s adoption of Yahoo (powered by Bing) as its default search engine last year.

Siri currently uses Bing search and Safari could adopt the search engine if it drops Google this year. With Bing-Yahoo advertisers increasing spending by 31% year-on-year in Q4 2014, and advanced campaigns allowing for targeted mobile PPC, the future – if not less Google-centric – may see more consideration of Bing. The news that Bing Ads is developing universal event tracking is also a boon for the platform.



5. Organisational Challenges Persist

5.1. Knowledge levels For such a well-established digital marketing channel, it was surprising to hear many familiar organisational challenges being voiced.

Delegates discussed the importance of training throughout the business. One delegate described how, within their large company, the understanding of search was poor enough to impact on content creation and optimisation.

5.2. Skills shortage Another delegate discussed the lack of skills in the job market. The example was given of some junior marketers at the company not knowing what CPA (cost per acquisition) stood for.

This is interesting because it’s a wider issue than simply search marketing and it frames the debate around the question of ‘agency or in-house?’.

It will be interesting to note whether more marketers will bring PPC back in-house if/when Google makes its advertising products even easier to use (e.g. performing more ad optimisation automatically).

5.3. Agency or in-house? For now, a skills shortage brings greater demand for experienced practitioners and some delegates voiced the concern that bringing more roles in-house, such as SEO and PPC management, often felt like a risky strategy. If one strategist were to leave, it may be hard to replace them.

This was cited as an advantage of using an agency. A greater concentration of specialists negates any leaching of talent.

As these agency specialists were also considered by delegates to be much more experienced it precludes the trial and error approach that may occur if search was brought in-house.

Time was cited as a limiting factor for many marketers. Whilst budgets for digital are getting healthier by the year, search marketing was regarded as a role in itself and one that many teams were happier to outsource to an agency.

However, that’s not to say that working with agencies was regarded as challenge-free. Concerns voiced included media agencies not understanding search as well as specialist agencies. There was also debate as to whether it’s possible for separate agencies to work together on respective SEO and PPC accounts.

The debate around this question wasn’t fierce however, with many agreeing that despite the importance of integrated search, working with different agencies for SEO and PPC was entirely workable. This, of course, is dependent on individual circumstances.



6. The Future of Search

6.1. Search as a platform John Cosley of Bing Ads writes on Search Engine Land that search should be:

“..a vehicle to help people complete tasks, be more productive across devices and services, and ultimately give people time back. Search is evolving into a platform – one that can be ever more accurate at understanding people’s intent. At the end of the day, search should exist to enable people to achieve more and do more.”

What this means is that search will surely become more pervasive but look less like search (i.e. less like asking a question). Search will have to deliver much more contextual value – moving way beyond time, location and device, and moving into complex behavioural analysis.

Delegates were aware that search advancements may mean marketers have to present information and content in new and different ways.

6.2. Anticipatory search Recent flavours of search as a platform have included cards (content scraped by a search engine and prominently displayed) and anticipatory search (Google Now and Cortana).

Delegates expressed interest in anticipatory search and discussed the need to assess adoption of new devices such as smart watches.

6.3. Mobile overtakes desktop More immediately for search, mobile impressions are predicted to overtake desktop in 2015. Aside from ensuring they cater for intent and provide a good experience, marketers should be thinking about the impact of voice search. Voice searches are likely to be local, include longer queries and are often news-oriented.

6.4. Simplified ad platforms As programmatic buying proliferates across display advertising and social advertising, and attribution becomes more realistic for a wider range of companies, many speculate that ad platforms will become more usable.

This may mean that optimisation of ads is performed more by the platform, meaning the marketer has to think less about testing.

Indeed, Google is already taking this approach in search, experimenting with natural and paid search snippets to try to present results that offer greatest conversion.



7. Market Data and Statistics

7.1. Extracts from the UK Search Engine Marketing Benchmark Report 2014 Integration between channels

z 60% of client-side respondents to the 2014 UK Search Engine Marketing Benchmark survey said that ‘SEO and content strategy are integrated’, with a further 9% saying that SEO drives content strategy.

Figure 1: To what extent is your / your clients’ content strategy tied in with your search engine optimisation activity?

Company respondents: 289 | Agency respondents: 165

Source: Econsultancy / Latitude UK Search Engine Marketing Benchmark Report



z Paid search and display advertising are similarly well integrated. The increasing popularity of search retargeting may be partly responsible for this as well as a balance of brand spend.

Figure 2: To what extent are you / your clients integrating paid search and display advertising?



z Social media, however, is seen as completely separate to organic search marketing by almost half of respondents in this survey.

Figure 3: What best describes your / your clients’ use of social media in the context of your search engine optimisation activity?





Tracking

z More companies lack confidence in their ability to track the ROI from SEO (56% admit this is the case) than for PPC (40%).

Company respondents Figure 4: Are you confident you are tracking your ROI from the following channels as effectively as you would like?

Respondents: 330




7.2. Third-party statistics z Having limited in-house skills is the most challenging obstacle to enterprise-level SEO success

for SEMs across selected global markets (figure 5). [Source: Conductor, November 2014]

Figure 5: What are the most challenging obstacles to achieving important SEO objectives?

z 54% of enterprise-level SEMs across selected global markets use a mix of outsourced and in-

house resources for SEO. [Source: Conductor, November 2014]

z During Q4 2014, global paid search CTRs averaged 2.4%. [Source: Kenshoo, January 2015]

z Globally, spend on Yahoo! Bing search ad campaigns grew 36% year-on-year during Q4 2014. [Source: Adobe, January 2015]

z Globally, spend on Google search ad campaigns grew 8% year-on-year during Q4 2014. [Source: Adobe, January 2015]

z Globally, spend on Google shopping ads grew 47% year-on-year during December 2014. [Source: Adobe, January 2015]



8. Resources Reports

SEO Best Practice Guide https://econsultancy.com/reports/seo-best-practice-guide/

Paid Search Marketing (PPC) Best Practice https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/

Digital Content Strategy https://econsultancy.com/reports/digital-content-strategy-best-practice-guide/

Search Marketing Benchmark Report https://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report/

Tool: tracking Google ranking changes by sector https://www.ayima.com/pulse/

Webinar: Expand Your Content Marketing Strategy Using Keyword Data https://www.ayima.com/guides/expand-content-marketing-strategy-using-keyword-data.html

Guide: Third party tools for Integrated Search https://www.ayima.com/guides/third-party-seo-tools.html

SEMPO State of Search Report https://econsultancy.com/reports/sempo-state-of-search/

Blog posts

SEO trends for 2015: what does the future hold? https://econsultancy.com/blog/65899-seo-trends-for-2015-what-does-the-future-hold

SEO is not dead, but it’s definitely frustrating https://econsultancy.com/blog/66188-seo-is-not-dead-but-it-s-definitely-frustrating

The outreach imposters: SEO, content, digital and more https://econsultancy.com/blog/66300-the-outreach-imposters-seo-content-digital-and-more

Planning and strategy for SEO: what should you be thinking about? https://econsultancy.com/blog/64555-planning-and-strategy-for-seo-what-should-you-be-thinking-about

Mobile search and Google’s focus on user experience https://econsultancy.com/blog/66053-mobile-search-and-google-s-focus-on-user-experience

How can marketers benefit from mobile search? https://econsultancy.com/blog/65611-how-can-marketers-benefit-from-mobile-search

Are these the three most important mobile PPC metrics? https://econsultancy.com/blog/66030-are-these-the-three-most-important-mobile-ppc-metrics

Three important considerations for mobile PPC success https://econsultancy.com/blog/64298-three-important-considerations-for-mobile-ppc-success

Two channels. One search. Zero excuses. https://econsultancy.com/blog/6906-two-channels-one-search-zero-excuses

https://econsultancy.com/reports/seo-best-practice-guide/

https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/

https://econsultancy.com/reports/digital-content-strategy-best-practice-guide/

https://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report/

https://www.ayima.com/pulse/

https://www.ayima.com/guides/expand-content-marketing-strategy-using-keyword-data.html

https://www.ayima.com/guides/third-party-seo-tools.html

https://econsultancy.com/reports/sempo-state-of-search/

https://econsultancy.com/blog/65899-seo-trends-for-2015-what-does-the-future-hold

https://econsultancy.com/blog/66188-seo-is-not-dead-but-it-s-definitely-frustrating

https://econsultancy.com/blog/66300-the-outreach-imposters-seo-content-digital-and-more

https://econsultancy.com/blog/64555-planning-and-strategy-for-seo-what-should-you-be-thinking-about

https://econsultancy.com/blog/64555-planning-and-strategy-for-seo-what-should-you-be-thinking-about

https://econsultancy.com/blog/66053-mobile-search-and-google-s-focus-on-user-experience

https://econsultancy.com/blog/65611-how-can-marketers-benefit-from-mobile-search

https://econsultancy.com/blog/66030-are-these-the-three-most-important-mobile-ppc-metrics

https://econsultancy.com/blog/64298-three-important-considerations-for-mobile-ppc-success

https://econsultancy.com/blog/6906-two-channels-one-search-zero-excuses

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