CASE STUDY: With Yell Advertising, the Thai food-delivery service purposely lost search-engine keyword auctions and wrote ad copy that called out the competitor in the above ad spot.
Don't discount the importance of SEO in communications plans for building reputation, argues Edelman's digital director.
Microsoft has updated a search function in Bing, with the initial rollout fixated around the hospitality & travel industry.
Google's algorithm still considers direct site visits as the best indicator of a relevance and value for users, adding to the domain authority.
Though it complicates search marketing, adoption of voice search could be an excellent opportunity for brands, writes Luke Janich.
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