SEO has been the most profitable channel by some margin for the last 15 years.
We can debate about the rights and (broadly) wrongs of last-click attribution until the cows come home, but SEO has been the money channel. The channel the execs have leapt at.
But now, the days of traffic for old rope are gone. Audience journeys have become more complicated than ever, and some of the shine has been taken off search.
While it was always over-buffed, you’d be a fool to forget Google. According to all of the clickstream data I’ve seen, the majority of user journeys – regardless of whether it’s AI-led – use Google at some stage. Particularly when they’re close to the point of purchase.
Google sees more than 5 trillion searches per year (Image Credit: Harry Clarkson Bennett)
——
本文节选自 Search Engine Journal 的《Why SEO Is Not Enough Anymore And Why That Is A Good Thing》，原文链接：https://www.searchenginejournal.com/why-seo-isnt-enough-anymore-and-why-thats-a-good-thing/592601/
