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A $20 click looks expensive next to a $5 click. A $100 click can look outrageous, and in some industries advertisers routinely encounter commercially important searches costing hundreds of dollars per click. The natural reaction is to look at the CPC column and decide the expensive keywords are the problem. Maybe they are. But cost…
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I’ve been working in search marketing since the early commercialization of the web, and rankings have always been one of the easiest things in SEO to show a client. “You were #18. Now you’re #6.” Great. I’d rather be #6 than #18 too. But what did it do for the business? That second question is…
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Editor’s Note: This article is opinion and analysis. Numerical examples involving potential search displacement are illustrative models, not forecasts of Google search volume, revenue or market share. For the last couple of years, one question has dominated discussions about AI and search: Will AI replace Google? I think that’s the wrong question. Google can remain…
