Stop a search marketer on the street, whether a grizzled veteran or relative newcomer, and ask him/her to list the top goals of ranking in the search results; they will talk to you about traffic, revenue and conversions. Likewise, in reflecting what is top of mind for search marketers, a perusal of industry websites shows a majority of articles focused on the same.
Far less covered — whether research, POVs or even “thinking-out-loud” blog posts — is content focused on other benefits of appearing in the search results, such as brand development.
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