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Search Marketing Do’s and Don’ts in 2015

One of the great thrills of working in search marketing is the ever-evolving nature of the industry. As search marketers, keeping up with news and adapting to change is nothing new, however it’s always important to be aware of what may be around the corner…


2014 saw the inception of the Google Display Network (GDN), the introduction of the Pigeon algorithm (making local search more relevant and improving UX across devices) and the increasing importance of structured data and security. Drawing on the developments of the last 12 months, Click Consult has assembled a list of do’s and don’t’s from the three main search marketing disciplines in order to to prepare you for the coming year.

The below infographic features five talking points each from Organic Search, Paid Search and Content, Outreach and Social with a brief description and advice on what to do and what not to do in relation to each point.

Organic Search

The organic search section discusses:

  • Zero Moment Of Truth (ZMOT)
  • Structured Data
  • Focusing on topics, not keywords
  • HTTPS
  • Mobile Search

Paid Search

The paid search section deals with:

  • Google Display Network
  • Dynamic Creative Optimisation (DCO)
  • Product Feed Marketing
  • Audience Data
  • Mobile Paid Search

Content, Outreach and Social

  • Creating “sticky” content
  • Why it’s not just about rankings
  • Identification
  • Brand citation
  • Long-term strategy

  • Search Marketing Do's and Don'ts-in-2015


    With all this in mind, Click Consult is confident you can set your brand up for 2015 and beyond. For any other queries, you can check out our blog, our comprehensive list of resources or contact us today. Click Consult has built up a lot of expertise since 2003, why not see what we can do for you?

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