Shaun Brown, Senior Vice President and Managing Director of Momentum Worldwide’s North America Shopper Marketing Discipline, discusses the importance of search engine optimization (SEO) for brands. With the increasing number of shoppers beginning their journey online, a brand’s digital presence has become critical. SEO helps brands show up at important touchpoints, bringing them to the forefront of searches and ensuring consistent experiences across channels. Brown explains that enterprise-level brands face numerous challenges with SEO, particularly with several keywords, sites, and pages. However, SEO technology can help brands consistently deliver quantifiable outcomes and adapt to evolving search engine algorithms. As technology tracks user behavior at scale, brands can adjust their SEO strategy to align with changing dynamics and deliver total brand experiences that seamlessly blend creativity, technology, strategy, and execution.
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