The Iron Horse Insight: SEO is about getting the top spot for your key terms when someone is searching on a search engine like Google, right? Wrong. For many search terms, the top organic search result is now below the fold. This means that if your organization isn’t thinking about and actively working on securing featured snippets, paragraph style “best answer” for searches phrased as a question, and the increase of zero-click searches, your organization’s SEO is slowly eroding. Our take is to ensure your marketing team, but also executive management knows why the “SEO of today” is fundamentally different than it was five years ago. It’s important to know what that means in terms of marketing strategy and marketing measurement.
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