Could the Metaverse be the Future of the Experience Economy?
Shaun Brown, SVP – Managing Director & NA Shopper Marketing Discipline, Momentum Worldwide
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.
Search engines aim to provide users with the most relevant results as quickly as possible. This is why search engine results pages (SERPs) reward websites that deliver content that satisfies a user’s needs. Brands that use technology partners to monitor changes in search behavior can best optimize their existing content or create new content that caters to shoppers’ needs. Technology allows marketers to track user behavior at scale and adapt their SEO strategy accordingly to align with changing dynamics in shopping behavior.
With an increasing number of searches being performed on mobile devices, SERP functionality has evolved to reflect this reality. Instead of simply listing text links, search engines now offer a more diverse range of results, including snippets, numbered lists, tables, local packs, and more. As mobile devices continue to advance, search engines are likely to rely more on immersive experiences, moving away from text-based results.
SEO technology enables marketers to quickly identify gaps in their current content. Since search engines prioritize results that are most valuable to their users, SEO tech can reveal gaps in a brand’s value proposition to shoppers. By leveraging these software, brands can provide a complete brand experience that blends creativity, technology, strategy, insights, and flawless execution. This will help keep brands at the forefront of shoppers’ minds and deliver a successful experience for both shoppers and brands.
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