DAC: SEO has changed.​ Have your strategies?​  - Retail Council of Canada
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DAC: SEO has changed.​ Have your strategies?​ 

May 23, 2023

As the digital landscape continues to evolve, marketers are facing challenges in achieving effective search engine optimization (SEO) results. This is especially true when considering two key things:  

  1. The traditional definition of a search engine and SEO no longer encompasses the diverse ways in which consumers seek information online, which necessitates the adoption of a new SEO model that takes into account the holistic performance of brands on the search engine results page (SERP) and their connection to marketing strategies.  
  1. Measurement in modern SEO is a complex task due to the evolving SERP and the need to capture both paid and organic metrics. Brands must measure their performance in various areas, including paid ads, shopping ads, organic impressions and clicks, image and video impressions and clicks. While technical and on-site SEO elements like web design and content strategy remain essential, they must also focus on a wide range of content-related assets. These include local listings management, image optimization, video, app optimization, social content, and ratings and reviews. 

At this year’s RCC STORE, Jenna Watson, Senior Vice President of Digital Media at DAC, will identify the top 3 SEO practices that are no longer effective and why retailers must look at new approaches to improve their strategies. In a session titled SEO has changed. Have your strategies?, Jenna will discuss the best ways to keep your company at the top of search engine results, taking into account the increasingly diverse ways in which consumers seek information and showcasing DAC’s expertise in the subject. 

Additionally, DAC’s whitepaper “Not Your Father’s SEO: How Brands Can Own the SERP” explores the changing SEO landscape, emphasizing the need for a comprehensive and modern approach. It also highlights important shifts in consumer behavior, such as the increasing reliance on platforms like TikTok for information and the changing SERP layout. Advancements in machine learning and natural language processing are also important to explore, as they have made search engines better at understanding user intent, requiring marketers to deliver consistent and relevant experiences across devices, channels, and content platforms.  

For more insight into DAC’s research on this ever-evolving topic, download our whitepaper.