It has been quite a year for the Search Engine Results Page (SERP).
We’ve seen numerous algorithm updates, including a final Penguin update and the introduction of Possum. We also saw major changes to the way ads are displayed on desktop SERPs. Google continues to tweak how online consumers receive content through organic and paid listings.
In order to meet the demands of today’s search landscape and connect with more qualified consumers, strategists need to create campaigns that treat SEO and PPC as a unified silo, as opposed to separate disciplines.
Google’s never-ending quest for SERP perfection
The ongoing adjustments to the SERP layout are meant to help Google better align with consumer objectives by improving the content quality and relevance of listings.
While this certainly allows Google to become a better service provider for online consumers, it also presents new challenges for SEO strategists. Each adjustment requires strategists to develop new methods for ranking within prime search listings.
Integrating SEO with PPC
Developing digital marketing campaigns that