With less than 1% of customers referencing the second page of results, ranking at the top of the Google SERP has been the cornerstone of an effective SEO strategy for years. Traditionally, achieving this meant focusing on a Google-centric keyword strategy and managing brand information across a few select major publishers (like Google, Apple, Facebook, and Bing).
But the search landscape is evolving. Search engines are refining their algorithms with AI-led technology, seeking information from a variety of sources to deliver clear answers to customers. Winning in organic search now requires brands to improve their signal to Google through a robust digital presence, with coverage across an extended network of publishers to boost their relevancy and accuracy (among other factors).