SEO (search engine optimisation)
DefinitionContent & Social
SEO (search engine optimisation)
Search engine optimisation: making a site rank in organic search by matching what people look for, earning authority, and staying technically crawlable. The compounding acquisition channel - rankings built this year keep delivering next year, which no paid channel does.
Evidence from the library
"Paid search makes activation work better - but that leaves you with the hard job: everything that happens in the two to three years before people Google things. That's the brand job. It's the final frontier." - Les BinetQuote2.8xOptimising ads to in-store as well as online sales multiplies incremental purchasesStatAwareness, Share of Search and sales together tell you which part of the funnel brokePrincipleWhen Share of Search stops tracking awareness, that is the signal to move money down the funnelPrincipleLong-tail is now a retrieval mechanism rather than a coverage tacticPrinciple
Source
Marketing Definitions
standard digital marketing practice
More from this source
DefinitionGenerative engine optimisation (GEO)DefinitionTopical authorityDefinitionZero-click contentDefinitionDark socialDefinitionOrganic reachDefinitionEngagement rateDefinitionContent pillarsDefinitionEvergreen contentDefinitionSocial listeningDefinitionEarned mediaDefinitionInfluencer marketingDefinitionContent marketing
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