Matt Bullas, chief executive officer and founder of search marketing specialist Click Consult, has named attribution and personalisation as the top SEO priorities for brands in 2017.
Outlining his views in Click’s latest search marketing supplement, Personalising Search Marketing, produced in partnership with The Drum, Bullas writes: “The two big things I would personally urge any brand to act on this year are tracking and personalisation. Tracking may not be the ‘sexiest’ part of search marketing, but without it, you’re effectively spending money in the dark. Likewise, brands that fail to leverage personalisation in their digital campaigns will continue to lose ground to those who do.”
The new 16-page supplement also includes articles by Click’s senior executives and thought leaders covering all the latest industry developments including the evolution of paid search, approaches to tracking, content marketing and outreach strategies, conversion rate optimisation and personalising the user experience.
Personalising Search Marketing is available to download for free here.