The presentation here starts with a brief history of "how to rank" and quickly moves into how to use research to understand the customer journey and the role search engines play in that journey. We also show how personalized search changes things to greater personalize each journey, making it more and more unique based on social factors. When Google changes its layout, how does that impact the customer journey and are you ready? Other than just "SEO" we look at the role of having a story, engaging with community, having a brand, all play in winning the search engine game.
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