Traditional SEO firms focus on ranking for industry keywords. But that has become a dated search presence strategy.
That's because Google is not just a search company. It's a media company. And it's not just a media company; it's the biggest media company in the world.
That's why marketers who focus their organic search strategy on improving keyword rankings are behind the curve. Getting on the first page of Google results for "marketing automation software companies," for example, is a good thing -- but should only be one component of a far more comprehensive strategy to enhance your company's search presence.
Understanding and leveraging Google's many products and features are key to evolving from a traditional SEO approach to a modern search presence strategy.