Last month, I bought a laser cutter. If you’ve been in my shoes, you know that one does not simply Google “best laser cutters” and then buy the one most recommended in the ranking articles.
As search marketers, that’s often what we think happens. But here’s what actually happened:
The branch of SEO that cares about journeys like this is search experience optimization (SXO). It focuses on making a brand discoverable along all touchpoints in modern search journeys, no matter where they start or what path they take.
Search is becoming more of a ‘choose your own adventure’ experience.
I interviewed some of the industry’s top experts and consolidated their advice into a process for optimizing brand visibility …