My new column is live at The Drum:

What traditional marketers need to know about SEO

If you think SEO is a bag of tricks to rank first in Google, you are 10 years out of date.

As a recent Searchmetrics study found, getting found in Google search results is more relevant than ever. Statista also projects the that SEO spending will increase to $79 billion by 2020.

So, it’s time to fix the promotion mix by recognising and adding search engine optimisation to that collection of tactics because appearing in search engine results is another promotional method that can extend the reach of one’s marketing efforts.

Read the rest at The Drum!

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