Is SEO dead in 2024

SEO is not dead in 2024; it is evolving to focus on user-centered strategies and AI integration. Marketers must adapt to maintain relevance and leverage technological advancements.

Introduction

Is SEO dead in 2024? This is a pressing query for B2B marketers, particularly those in the software sector. We’re moving into an age of rapid tech development, but we’re not leaving behind the not-so-old web world. And in that part of our lives, we still look for ways to be seen and found, to show up in the search engine results pages that are the virtual storefront of our digital lives. For a long time, those ways were personified by the acronym SEO.

The search engine behemoths like Google and Microsoft have launched artificial intelligence-based tools that furnish prompt, brief responses to online users’ questions. They are akin to chatbots—but also different from chatbots in some important ways—that serve as front ends to search engines and optimize the engines’ efforts to display AI-selected information based on not just relevance but also what is termed “optimal search language.” Some writers are now attempting to optimize their content so that it can be seen, heard, and understood by these AI-powered front-end, search-engine-display systems. Such changes have spurred the need for what some call “Generative Engine Optimization” (GEO).

B2B marketers need to revise their search engine optimization (SEO) approach as AI-powered search engines like Komo offer an immediate and personalized experience to users. For old-school B2B marketers, these developments might evoke Betty Draper with her ’50s baking and homemaking prowess. After all, producing SEO content has always been about that kind of surface-level, low-quality, but pleasing-to-the-eye content that engages algorithms. And all those poor-quality clicks might have felt good for the head of HR at an ad agency back in the day.

AI-Powered Search Engines	Features
Google	AI-selected information display, chatbot-like responses
Microsoft	AI-selected information display, chatbot-like responses
Komo	Immediate and personalized user experience

It is vital for marketers to pivot to the brand basics during these transformations. The pace of change demands B2B marketers to rethink and remodel everything from call-to-actions to make-them-click promises in order to ensure that what they produce is seen in this brave new world.

SEO is still very much alive, but it’s not what it used to be. The principles of search engine optimization are undergoing some serious rework, and understanding these shifts will be vital for marketers aiming to maintain an edge amidst the emerging AI search phenomena in 2024.

Survey Insights

In the ever-evolving world of software, the question often arises: “Is SEO dead in 2024?” The realm of SEO has undergone significant shifts, continually adapting to the changing digital landscape. SEO professionals are faced with the task of navigating through algorithm updates and varied user intent.

“The death of SEO is a myth. It’s more about evolution than extinction,” says John Mueller, a well-regarded SEO expert.

Adapting to these changes is crucial for businesses aiming to maintain visibility and competitiveness in search engine results. As search engines improve their understanding of content, businesses need to focus on delivering quality and value through their online presence.

Tip

Emphasize content quality and user intent to align with evolving SEO practices.

SEO’s role remains vital, as it bridges the gap between the user and the information they seek. By staying flexible and informed about the latest trends and best practices, professionals can ensure that SEO continues to play an integral part in successful digital marketing strategies.

Google’s Dominance

Business buyers looking for software solutions continue to make research choices influenced by Google, which holds a dominant position in the market despite emerging competitors. Its entrenched influence over search advertising—a market that saw spending increase by 12.7% from the prior quarter, making it the market leader in digital ad investments source—underscores its continuing relevance to buyers in many segments.

Fact

Google’s market share in digital ad spending increased by 12.7%.

As marketers get used to the incessant evolution of AI-powered search, all the sharp tools of Google are a bedrock of B2B lead generation for many marketers working in the tech space and beyond. Google’s investment in technological advancements remains crucial. Almost 70% of B2B marketers say they value lead generation much more today than they did three years ago, and for good reason—most of us have commercial pressures to convert our audiences. Still, what does that mean when it comes to using the Google Search tool and all its latest features?

“Google remains the dominant search engine.”

Even with the alternatives presented by OpenAI’s expanding capabilities, it shows ongoing commitment to innovation, as demonstrated by the Project Zero initiative that is discovering and disclosing security vulnerabilities in widely used software.

Even as these new alternatives offer increasing reach, they are still not relevant to the B2B marketer in the way that Google is. Ensuring that your content is discoverable on Google is a precondition of success for any content marketing initiative in today’s digital milieu.

Key Metrics of Google’s Influence	Data
Increase in Search Ad Spending	12.7% from the prior quarter
B2B Marketers Valuing Lead Generation More Today	70%
Google’s Market Share in Digital Ads	Market Leader

Trust Issues with Company Sites

B2B websites constantly face trust problems, and these trust deficits mean the companies often find it hard to rank securely in users’ (and even search engines’) “trustworthiness.” The 2023 Trust in Marketing Index digs into these dynamics and highlights some ways for brands to build trust—not just through content, but as a reliable source of information. At a time when B2B buyers are more skeptical of company-driven content than ever, achieving a high level of trust through all of a website’s content is of premier importance.

According to the survey, 71% of B2B marketing potential prospects are not too happy with the content they’ve seen. And you can imagine why. Most of the prospects actually say the content is either too superficial or too broad. So, right away, that’s two ways to be not specific enough. Industry experts say that’s really a big no-no these days if you want to maintain any kind of trust. The experts say, with good reason, that you’re much better off being super specific and relevant with your content.

Tip

Focus on producing specific, relevant, and trustworthy content to build trust with your audience.

Establishing trust involves more than simply churning out material; it relies, instead, on a content strategy. This particular strategy has three components. First is a journalistic approach. This requires not just a nose for news (stuff your audience will find worthy of sharing), but also the know-how to get important and useful, if not always message-worthy, stuff to the people who ought to see it. Second is content atomization. Audiences pay attention to things in different ways at different times; reach them across moments by across-platforms. The atomization spiral serves a useful purpose. Most people do not read everything they consume at the same time.

Furthermore, establishing trust hinges on effective content that fulfills two specific functions within the decision-making process. The first is to provide the original research and the core premise of the brand, while the second is to serve as an accessible path through the content that lets audiences reach the decision they were already inclined to make. If a person trusts a brand enough to rise to that level, then the next stage is to craft content that the brand can present to persuade an already trusting audience to move to the next stage.

Key Components of Trust-Building Content Strategy	Description
Journalistic Approach	Focus on producing newsworthy and useful content for the audience, increasing shareability and trust.
Content Atomization	Deliver content in varied formats across multiple platforms, catering to diverse audience behaviors over time.
Decision-Process Support	Offer original research and clear brand messaging to assist audiences in their decision-making journey.

The Outdated SEO Playbook

B2B software marketers find themselves in 2024 rethinking the old SEO playbook, which is starting to feel a bit like a relic. The tactics it prescribed were all too familiar—focus heavily on optimizing for keywords and building backlinks. These tactics felt good to a lot of people, including me, who either did them or managed people who did them. They worked for a while, but over the course of the last few years, they feel like they’ve fallen way behind the curve.

User experience, content quality, and relevance are the main priorities of today’s search engines; they are not just looking for a certain density of keywords.

Tip

Focus on content quality, user experience, and relevance rather than just keyword optimization.

“Outdated technology can hurt the customer experience, underscoring the need for businesses to leverage AI-driven solutions that enhance customer engagement.” – Shep Hyken in a Forbes article

Furthermore, the struggle with brand safety measures, as discussed by Forrester, highlights what happens when you depend on old and failing methods. And when even the best frameworks go and misclassify the content, you really have to start reevaluating your brand safety and visibility plans.

Old SEO strategies placed an almost singular focus on getting higher rankings in search engines. Today’s environment demands something much broader in focus. Enhanced customer interactions entail a lot more than just high SERP placements, and tying brand values into the mix is critical as well. This expanded focus will lead, naturally, to more CUSTOMER-Centric interactions that go BEYOND the algorithm.

Aspect	Outdated SEO Focus	Modern SEO Priorities
Key Metric	Keyword Density	User Experience
Link Strategy	Backlink Quantity	Content Relevance
Visibility Approach	SERP Rankings	Brand Safety and Visibility
Customer Engagement	Low Priority	High Priority
Brand Value Integration	Neglected	Essential

Avoiding Over-Optimization

For B2B marketers, ensuring that SEO practices align with user-centered content creation is a pressing concern in 2024. Why? Because excessive optimization—doing too much in the way of “signals” or “clues” to search engines about a website’s content—can backfire. It can diminish actual user engagement with a site. And it can lead to penalties from search engines that pay attention to such things (especially Google). On the other hand, if a website’s content isn’t optimized at all or is only nominally optimized, a business runs the risk of dropping out of sight—off the first SERP page (search engine results page), where most users only look.

Initially, look anew at subheadings to make sure they’re user-engaging. They should take the reader by the hand and lead them through the content—in this case, a long, nicely sectioned document. But they should not do so in a way that says, “Hey, look, subheading, we’re trying to optimize here.”

Example

Use natural language and engaging subheadings in content to enhance readability without over-optimizing.

Another key step involves regulating the use of keywords. If we overuse keywords, especially in a forced or unnatural way, we’re not only holding back our site’s SEO potential; we’re also bringing our credibility into question. When our content doesn’t read smoothly, our audience notices. They also notice when they have to keep scrolling but can’t find the information they’re looking for until much later. And in both cases, they may associate the problem with our site’s design rather than our writing. Instead, practicing natural keyword placement makes the content flow better, as noted in this discussion on avoiding SEO over-optimization.

Make the text easy to read. Make it so clear and interesting that the audience would never consider abandoning it. Google’s algorithms have matured. They now prioritize engaging and informative articles. They reward content that maintains the reader’s attention.

“High-quality content should lead your strategy.” – Shikha Bhora

If the content is not high quality, not engaging, and not informative, then it is not going to serve as a good lead for your strategy. The content has to be worth reading to be used as a good SEO strategy. Marketers should pay attention to that.

When we bring together these strategies, they help ensure that online materials are both high in quality and credible. This is what allows an online business to connect in meaningful ways with the people it is trying to reach, and it also is what enables the same online business to achieve visibility (and also perhaps some viability) at search engines.

Consideration	Impact of Over-Optimization	Recommendation
Subheadings	Can appear forced and disrupt natural reading flow	Keep them engaging and naturally integrated
Keyword Usage	Overuse can hinder SEO potential and harm credibility	Use keywords naturally and sparingly
Content Readability	Poor readability leads to user disengagement and potential penalties from search engines	Ensure content is clear and engaging
User Engagement	Decreases if content appears overly optimized or lacks valuable information	Focus on informative and engaging content
SEO Strategy	Over-optimization can lead to penalties and diminished visibility on search engines	Balance optimization with user-centered content

Content Length and Format Preferences

In B2B marketing, content length and format preferences play a crucial role in engaging decision-makers. Studies suggest that concise and impactful content tends to resonate better with business audiences. For instance, shorter videos—around 2 to 3 minutes long—typically have a greater impact, allowing for quick consumption of essential information. Additionally, offering content in diverse formats, such as blogs, podcasts, and infographics, can cater to varying preferences and enhance audience engagement. Understanding these preferences is vital for marketers aiming to create effective B2B content.

Leveraging Other Channels

B2B marketers can’t focus only on old-school SEO if they want to sustain and advance their organic branded searches. In order to beat the competition and enjoy even more of the $12 trillion in annual global e-commerce sales, when almost nine of ten American consumers are starting their shopping online, we have to ensure that our top rankings in the search engines deliver not only enhanced visibility but also enhanced trust with our brands. Integrating an array of online channels has become a must-do strategy for almost all B2B marketers.

Tip

Combining organic and paid search strategies can enhance visibility and brand trust.

“The fundamental strategy for improving a brand’s organic search performance and visibility is to produce high-quality content that is not only perfectly aligned with the brand’s keywords but also engaging enough to hold a reader’s attention.”

Coordinating organic and paid search strategies is beneficial for businesses, but for many businesses, this is something they’ve only recently begun to do. There’s a very good reason to do it for the few who haven’t found it yet, which is that it allows you to combine the reach of both channels—you get more visibility and more clicks, just by being present in both spaces. Still, the coordination doesn’t usually happen because too few people understand why it’s worthwhile.

Content marketing is the vehicle that drives such a strategy, and it is most effective when the content it carries is “syndicated” through social media channels. When a piece of content is shared by an audience on social media, it not only raises awareness of the brand but also increases the chances of that content generating backlinks, which bolsters the content’s performance in Google.

Businesses commonly analyze the type of search traffic that carries their brand name as a percentage of the total traffic their website receives. This percentage—commonly referred to as “branded search”—is a kind of canary in the coal mine for marketers. If more and more people are searching for you and your business by name, that’s a pretty good sign that you’re going to be getting more and more business. Don’t you think?

In addition, forming partnerships with influencers and engaging with audiences across social media platforms can also enhance brand recognition. B2B marketers should concentrate on such metrics and try to gain insights from them regarding the effectiveness of their multichannel strategies. The development of branded search traffic, the level of brand recall, and the volume of direct traffic to a website are indicators of the relative visibility of a brand in its market and can provide a good measure of an overall increase in conversion rates and customer loyalty, as far as anything can be measured concerning this elusive state.

Adopting a multichannel approach means bringing together various pathways into your marketing mix. This doesn’t just enhance the potency of conventional SEO; it’s also an opportunity to sow the seeds of your brand virtually, cultivating recognition across digital platforms. It’s not enough to just be heard in one place anymore. Your brand has to be heard—better yet, it has to be remembered—in a dozen different ways across a dozen different digital spaces.

Channel	Strategy	Benefits
Organic Search	High-quality content aligned with keywords	Enhanced visibility and trust
Paid Search	Combined with organic for greater reach	More visibility and clicks
Social Media	Content syndication and influencer partnerships	Increased awareness and backlinks
Influencer Marketing	Partnerships and audience engagement	Enhanced brand recognition
Direct Traffic	Monitoring branded search traffic and direct visits	Improved brand recall and loyalty

AI’s Role in SEO

How will artificial intelligence affect SEO? More specifically, how will it affect SEO for B2B marketers? I like to think of it as a balance between man and machine, which in the case of SEO has traditionally only ever been about the human side of the equation, even if it was kind of a “not-so-human” side with link spamming and low-quality content. AI shakes things up, and it does churn a lot of low-quality content. But under the hood, we’re automating SEO tasks, better integrating human intelligence, and actually improving the quality of the output.

It is of utmost importance that humans remain at the very core of creativity for the generation of content that will truly resonate with audiences when using AI in a more structured format. The human element is still quite necessary for the generation of content that is truly “hit” content. This is especially true for the AI tools that are now available across the processes. These tools offer upsides, in that they can give recommendations and even write first drafts. However, their outputs still need a hefty amount of human input to both refine and make better.

AI’s capability to give immediate feedback is extremely valuable. An example of this is Semrush’s SEO Writing Assistant, which provides real-time insights on not just readability but also SEO potential. Marketers using this tool could write perfectly optimized content and still sleep well at night. Why? Because they were using a legitimate and effective productivity tool.

Google’s John Mueller emphasizes that the algorithms used by his company “concentrate on quality rather than onwhomade it, whether that be a person or an AI.” This, in a nutshell, describes the current status of AI’s role in our relationship with Google—that AI currently serves to augment, rather than replace, us.

Utilizing AI in SEO means establishing guidelines to ensure a blend of technological efficiency with human insight, ensuring content quality and relevance stand at the forefront. For example, Clearscope employs natural language processing to align content with user intent, enhancing relevance and engagement. Tools like ContentShake AI allow marketers to automate tasks like keyword research and content creation, freeing up more time for strategic decision-making.

Example

Use AI tools to automate SEO tasks but ensure human oversight for better content quality and relevance.

AI Tool	Functionality	Human Intervention Needed
Semrush’s SEO Writing Assistant	Real-time insights on readability and SEO potential	Refinement of content
Clearscope	Aligns content with user intent using NLP	Understanding user intent
ContentShake AI	Automates keyword research and creation	Strategic decision-making

Google’s Search Generative Experience

In 2024, the landscape of SEO for software firms is undergoing a notable shift. With Google’s Search Generative Experience, traditional strategies are being revamped to accommodate AI-driven enhancements that highlight the importance of user-centric content. This AI integration bolsters SEO by automating tasks like keyword research, thus improving organic visibility and rankings. Yet, human oversight remains pivotal to ensure content quality.

“This period marks not the end of SEO, but rather a transformation necessitating an adaptable blend of technology and human expertise to thrive in the changing digital ecosystem.”

Tip

Adapt to AI-driven changes by focusing on user-centric content to improve visibility and engagement.

Key trends shaping this evolution include Semantic SEO, which aligns content with user intent, and Voice Search Optimization, a response to the increasing use of voice-activated devices. These require marketers to dive deeper into understanding and predicting user behaviors. For instance, generative engine optimization (GEO) emerges as a new practice that adapts to the ever-changing rules of AI algorithms, demanding a comprehensive approach akin to traditional methods yet distinct in execution.

The role of AI-powered tools extends further by aiding in technical enhancements such as page speed optimization. Despite these advancements, it’s clear that AI cannot completely replace the nuanced considerations inherent in human input. As marketers refine strategies with these AI tools, maintaining a balance between technological efficiency and authentic human touch is crucial.

Key Trends in SEO (2024)	Description
Semantic SEO	Aligns content closely with user intent, improving relevance and engagement.
Voice Search Optimization	Focuses on optimizing for voice-activated devices, reflecting the trend of increased audio search.
Generative Engine Optimization (GEO)	Adjusts to AI algorithm changes, offering a new dimension to traditional SEO methods.
AI-Powered Tools	Facilitates technical improvements like page speed, while requiring human insights for quality.

A New Blueprint for User-First Content

Effective B2B content creation requires a smart and strategic approach, where the user’s needs and preferences are the top priority. A strong content strategy for B2B should lean on logic and data to persuade and nudge decision-makers. Content creation for B2B requires an absurd level of detail and depth that is not seen in content made for consumers, as the investigative buying behavior of the business world demands it. When a business is trying to understand a product or service well enough to purchase it, the amount of content required for them to feel confident in their decision can be staggering. More details on B2B content strategy.

Another highly important component in B2B content creation is teamwork. When a team collaborates effectively, its members mesh their distinct talents and skills to create something greater than the sum of its parts. Forming a team can offer several big benefits, including sharing the workload, pooling ideas and creativity, and covering various tone and style aspects (so that what is produced has a unified voice but varied expression). But working on a team can also mean more meetings, more discussions, and more negotiating to get to the finish line unless builders on the team can cut a clear path through the proprietary tools, internal alignment demands, and other obstacles that can get in the way of achieving their goal. Explore workflow optimization for success.

“Effective content teams drive business growth by boosting customer loyalty, nurturing leads, and cementing brand perception.” – Eugene Teklemariam

B2B content marketing is about more than just producing content. It’s a systematic approach to creating and deploying not only valuable, but also valuable-to-you content, that helps to achieve the goals that you set when you created your marketing plan in the first place. And those goals should, of course, relate to not only growing your business in some way right now but also solidifying the way in which people think about your business in the long term (that’s called “branding,” my friends). And all of this “systematicity” boils down to a few key concepts that are very useful for you to know about (and understand) if you are a content creator or distributor in a B2B context.

Tip

Prioritize a user-first content strategy to cater to B2B audience needs and preferences.

The changing landscape of digital marketing is largely due to the influence of artificial intelligence. These technologies aren’t just changing the way marketers work; they’re also changing the conversations marketers have about their audiences. If a piece of content created using AI is indistinguishable from something a human would make, what does it say about the content itself or the business that commissioned its creation? Content marketing is at a transformative moment, blending the abilities of AI with the creativity of humans. Learn about the latest AI trends.

A user-first content strategy directly serves the audience’s needs. To achieve this, we craft a detailed, value-driven, almost an obsessive amount of content that is intended to engage the user and, we hope, to persuade them to form a long-lasting business relationship with us.

Key Aspect	Description
User Priority	B2B content must focus primarily on the user’s needs and preferences.
Data & Logic	Logical, data-driven content helps persuade and influence decision-makers.
Team Collaboration	Effective teamwork enhances creativity and produces unified yet varied content.
Systematic Approach	Content creation should align with strategic goals and long-term branding.
AI Influence	AI is transforming content creation, blending human creativity with technological ability.

Conclusion

The idea that SEO is dead is continuously being debunked and for good reason. If the SEO field were not evolving towards something better, we could all expect it to die off someday, but instead, SEO as a practice is pivoting in a positive direction—an evolution, not a revolution. Still, why this pivot with SEO, and where is it leading us? To answer that, let’s look back at some of the dark (and not-so-dark) times in the SEO field and see what led to this pivot.

B2B marketers are experiencing fundamental changes in SEO that are influenced by AI and people’s changing search habits. With the incorporation of Google’s Search Generative Experience (SGE) into SEO practices, we are moving away from traditional metrics—like ranking in the top 10 of the Search Engine Results Pages (SERPs)—to more sophisticated indicators of performance that matter to our target audiences—like whether or not they convert after finding us. If we think SGE and similar generative AI tools for search are going to make things simpler, we might need to rethink that.

The ascent of platforms such as TikTok and YouTube as search engines has catalyzed a digital transformation for brands, pushing them to occupy ever-leaner virtual real estate. That has B2B marketers doubling down on old reliable tactics of the SEO playbook—keyword research, manual site audits, and penetrating analytics—to ensure better engagement with their virtually local audiences. It is Content that is King, of course, but Content in the guise of authentic experiences attains new rarefied air in an age of always-on social media, and for a pretty good reason.

Fact

SEO pivots, driven by AI and user behavior, highlight its evolving role in the digital landscape.

New methods, such as Answer Engine Optimization (AEO)—which is all about putting direct answers into how content is structured—and video SEO are rising to prominence. They highlight the need for businesses to rethink their content strategies if they want to be seen and if they want their audiences to engage with what they say. There’s no way to adapt them without also thinking about mobile-first indexing and page speed factors. They are the engines that drive the content machine.

“Adapting to changes and focusing on what’s relevant for your specific site type is key to achieving success in SEO.” – Derek Manky

As Fortinet’s Derek Manky notes, embracing these changes is key. His perspective underscores the importance of staying a bit ahead of the evolution we are in, focusing on relevant, high-quality web content—advances in tech give us opportunities here—and not holding fast to a playbook that is continuously updated.

Essentially, SEO in 2024 is not going away; it’s turning into a more intricate instrument that requires an understanding of the subtle art and a nimble adaptation to B2B marketing for delivering any semblance of digital growth whatsoever.

FAQ

Is SEO considered obsolete in 2024?

In 2024, SEO is not seen as outdated; rather, it is progressing. Artificial intelligence and search behavior trends are changing the nature of the game and what strategies need to be employed to win it. “While SEO today is still primarily about keywords, backlinks, and page rank, these elements alone are no longer sufficient to guarantee high visibility for a website,” writes Jennifer Heck.

How are AI technologies impacting SEO strategies?

SEO strategies are being redefined by AI technologies that are automating many tasks—like keyword research and content creation—that used to require human hands. These technologies, however, have not diminished the relevance or engagement of content when humans do the creating. Indeed, they have made the process more efficient. Still, if you want resonant content that ranks, writing with creativity is a must.

What is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) is a nascent practice meant to boost content relevance and visibility within AI systems like ChatGPT and Bard. These kinds of systems aren’t just search engines, but also “answer engines,” producing human-like text in response to all sorts of prompts. For the righthand side of this equation, we must adapt content itself to improve the likelihood of it being produced as a relevant answer by an AI.

Why is focusing on trust essential for B2B company websites?

For business-to-business companies, the web can be a trustless place. Buyers often find their online content to be all too similar and not at all like the bespoke goods and services being sold. For B2B companies, then, building trust online is not much different from doing it in the real world: Be a reliable source. And the most reliable of sources is one that provides online content that is as specific, valuable, and to the point as possible.

How does Google’s Search Generative Experience affect SEO?

The Search Generative Experience at Google affects search engine optimization in a way that sees it tilt even more toward an almost completely user-driven paradigm. While it is true that all searches on search engines are done by users, the Search Generative Experience fundamentally changes what it means to be user-driven as it attempts to serve up the best answer before the user even knows what question to pose to the engine.

Why is avoiding over-optimization important in SEO?

Search engines penalize over-optimization, and decreased user engagement can bring bad results for a website. Some people, or even some companies, think that it is absolutely necessary to try to get a site to rank higher, and that these methods are a part of better practices. In reality, these practices are harmful, not helpful. They create what is known as “content that is not credible.”

What are the content length and format preferences in B2B marketing?

In business-to-business marketing, it is best to use content that is both concise and engaging. Decision-makers prefer shorter videos—about 2 to 3 minutes long—and these videos tend to have more impact. Another way to reach your audience is through content in diverse formats—podcasts, for example. These audio files are easily accessible, but you can also use a partially accessible format like a blog post. Either way, your audience appreciates the opportunity to share what they consume.

How can B2B marketers leverage other channels alongside SEO?

B2B marketers can build brand visibility and trust by ensuring that their strategies for organic and paid search are operating in concert. This is something that many brands still get wrong. But when you start getting it right, you can also start amplifying your authority and recognition across search engines. This is not to mention the equally impactful paths of content marketing, social media, and email—a trifecta of amplification for almost any brand.