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1、In partnership withNavigating the evolvingSEO,SEM and shopping landscapeThe rise in social commerce and e-commercenot to mention gen AIhas transformed how consumers search and shop2The Business of BrandsAd AgeSeptember 2024Custom white paperNavigating the evolvingSEO,SEM and shopping landscapeThe ri

2、se in social commerce and e-commerceand gen AIhas transformed how consumers search and shopTo state the obvious,consumers have changed how they shop in recent years.Whats less evident,yet unsurprising,is that theyve also evolved in how they search for what they need or want online.Shifts in shopping

3、,in part,impact shifts in search.But thats just one piece of an increasingly complex picture that goes beyond search to encompass paid media,local tactics and other digital advertising channels.According to recent Adobe research,over two in five Americans now use TikTok for search,and nearly one in

4、10 Gen Zers say they are more likely to use TikTok than Google for search.Younger generations,in particular,increasingly turn to social media sites for prod-uct-related information.In an algorithm-driven world where users can carefully cultivate their Instagram stream or TikTok For You Page,why woul

5、dnt they want personalized results from the brands they browse or buy from?When it comes to e-commerce,a June 2023 Jungle Scout analysis showed that 61%of e-com-merce shoppers begin their product searches on Amazon,compared with 49%on search engines,even though additional research found that consume

6、rs purchase more quickly on Google.There also are some seemingly non-retail-based anomalies,such as Reddit threads appear-ing more often in search results,with a 207%increase in total ranking keywords since spring 2023.Reddit content is showing up for mil-lions more keywords on page one,branded and

7、non-branded,across all levels of the customer funnel.COVER:GETTY IMAGES.ABOVE:GETTY IMGES;UNSPLASHNearly one in 10 Gen Zers are more likely to use TikTok than Google for search.This May,Google revealed at Google I/O that Reddit content is not only showing within the Search Generative Experience(SGE)

8、but is also being used to train artificial intelligence models.Days later,Google began testing a new visual treatment for Reddit threads on search engine results pages(SERP),and OpenAI confirmed that ChatGPT will be able to reference Reddit content.Following Reddits AI impact,machine learning has fu

9、rther crept into Google search;the first thing users see is whatever their AI tells them what they think the answer shouldbe.This all comes down to the fact that the traditional definition of a search engineand,by extension,search engine optimization 3Navigating the evolving SEO,SEM and shopping lan

10、dscapeThe Business of BrandsAd AgeSeptember 2024(SEO)no longer accounts for the increasingly diverse ways consumers seek information online.Thats due not just to consumer shifts and the massive impact and implications of generative AI,which will help people get infor-mation faster and search better,

11、but also due to privacy changes.This prompts the question,“What is the future of search and media in general?”The industry now needs to create an entirely new SEO model incorporating paid media and local tactics to provide maximum coverage across these channels.Of course,prominent market players are

12、 poised to adapt well to the changing landscape because they have the budget and market share.Smaller players struggle because they cant outspend the competition or use tradi-tional media planning and approaches to paid,owned and earned media and search designed for market leaders.Therefore,challeng

13、er brands must do more with less,do things dif-ferently and do them smarter.“For those who dont have unlimited bud-gets,the way to get through this,and to not just compete but win,is by taking an inte-grated,audience-centric and truly localized approach,one that doesnt just show up in the analysis b

14、ut also in the planning and the exe-cution,”said Jenna Watson,senior VP digital media at DAC.This short guide will help you do just that.Doing more with lessMarketers must constantly be scrappier.Budget cuts consistently hit these teams first,never so much as in the macroeconomic climate of recent y

15、ears.That said,there are several viable ways marketers can squeeze more juice out of even the smallest of budgets to win in the evolving SEO,paid media and local model landscape.1.Stop,collaborate and listen As content takes on a new meaning beyond text-based formats,SEO teams must rethink how they

16、work with other marketing func-tions.As the social media search explosion has powerfully shown,SEO needs content across all facets of the user journey,including images and videos.That means closely collaborating with content and creative teams to create the right marketing assets in the right format

17、 for the right channel.“This is a perfect example of integration where you have technical SEO folks,content strategists and creative and copywriters who typically work independently,”said Nasser Sahlool,senior VP of client strategy at DAC.“When collaborating on a single thing,they get to hold each o

18、ther accountable,not just pro-ducing better work that drives better outcomes but also getting there much faster than would otherwise be the case.”2.Measurement is keyWith so many changes in how content is created and consumed,measurement must follow suit.For instance,how will you judge the success o

19、f your SEO efforts when traffic is going down across the board?How will you get a holistic view of these channels,not just Google or Bing search but also TikTok and other channels?3.Keep an eye on gen AIGenerative AI will continue to have a massive impact on search,so all brands must have a group of

20、 people who understand the technol-ogy,its implications and how the business can apply it.Establishing gen AI ambassadors can help the company get the most out of the technology.“The truth is that most people arent wired this way;you need ambassadors who work in the business to identify their areas

21、of oppor-tunity,”said Sahlool.“They need help from somebody who really knows how to use gen AIwell.”4.Be collaboratively customer-centricMining your first-party datacustomer rela-tionship management,sales,media mix models(MMMs),etc.and using it across your orga-nization can help you get much closer

22、to what your audiences need and expect.All marketing stakeholders must plan around the customer,using the same data and making decisions based on that data.Continued on page 54Navigating the evolving SEO,SEM and shopping landscapeThe Business of BrandsAd AgeSeptember 2024The Fresh Market and DACs ta

23、rgeted digital media strategy aimed to bring 400,000 additional customers into the supermarket chains 160 stores.One of the hallmarks of post-pandemic challenges for traditional brick-and-mortar businesses such as supermar-ket chain The Fresh Market has been decreased in-store foot traffic due to a

24、shift towards online shopping and,most recently,rising inflation.To counter these trends,The Fresh Market partnered with DAC on a targeted digital media strat-egy with the goal of bringing 400,000 additional customers into their 160 stores across 22 states within a six-week window.Targeting new and

25、lapsed customers,the strategy hinged on increasing investments in local paid search,particularly within maps,and tailoring budgets based on local factors such as store size and con-sumer demand.Using data from Google,The Fresh Market and Placer.ai correlating digital media activity with in-store foo

26、t traffic,DAC rolled out the initiative in two phases,start-ing with a test in a few select markets before expanding nationwide.The results were impressive:Store visits increased by 32%,revenue by 34%and the average cost per store visit was kept at a low$0.74.The Fresh Market was the only competitor

27、 to see positive traffic trends during this period,with a 71%ROAS.“The success of this campaign showcases how the synergy of creativity and data-driven strategies can drive real business impact,even in challenging economic conditions,”said Mike Corak,managing director of Central and Southern regions

28、 at DAC.Case studyThe Fresh Market:Bringing in-store customers back post-pandemic Results of DACs targeted digital media strategy:Store visits32%Revenue34%Average cost per visit74Return on ad spend71%THE FRESH MARKET5Navigating the evolving SEO,SEM and shopping landscapeThe Business of BrandsAd AgeS

29、eptember 2024Strategy:Gap analysis and prioritizationCurate categories and prioritize brand-essential content Strategy:Content planning and ideationDevelop content plan based on priorities,ideate and assign formatsStrategy:brief development and creative handofDevelop briefs to guide development of c

30、ontentThe traditional content process is thorough but lengthy,and yields outputs limited greatly by timeCreative:Creative draft productionCreate draft copy and visual concept based on briefCreative:Final productSEO:Topical researchIlluminate core topics,terms and categories essential to businessStra

31、tegy:concepts refinementRefine batch concepts based on feedback from client/account/SEOThe evolution of SEO-based strategy:The path to SEO-optimized content has been windy and siloed.Its also time-consuming and slow to get to market.5.Turn to video content across the funnelVideo can be used througho

32、ut the funnel,even enabling direct purchases on some platforms.The uptick in visual platforms like Instagram Reels,TikTok and YouTube means content creators and strategists must design more full-funnel opportunities and recommend funnel designation,creative,length,for-mat and more for visibility and

33、 traction in a crowdedspace.6.Take a TotalSERP approachThis approach integrates SEM,SEO and local search,providing maximum coverage across the SERP by analyzing current opportunities and gaps in each channel,optimizing the media mix based on performance data and effectively covering all potential us

34、er touch points.Doing things differently Now is the time to test whats already available and learn everything possible about how these tools can work for your brand.Here,marketers must focus on the power of integration,audi-ence-centricity and localization.Integration DACs strategy is heavily data-i

35、nformed,leveraging insights from multiple tools and platforms,all integrated,aligned and refined through their IRIS platform.This allows for informed decisions that enhance search performance and align with user intent and behavior.Some key datasets are the Google Paid/Organic report,Google Business

36、 Profile reporting and SEM perfor-mance reporting.These help marketers better understand each channels impact,how they may overlap or where they could work bet-ter together,determining the best course ofaction.Integrating channels and search elements is your brands first step in leveraging what DAC

37、has coined the TotalSERP approach.The next step is delivering on this new models promises.“A lot of people may run an analysis and find all these clusters of great audiences across the country,then build a national media plan and run with it,”said Watson.Brands need to instead pay off the analysis i

38、nside their media planin this case,segmenting these great audiences and then targeting them with the Continued from page 36Navigating the evolving SEO,SEM and shopping landscapeThe Business of BrandsAd AgeSeptember 2024right creatives and messaging,not a broad-brush approach,she added.To achieve thi

39、s,marketing teams must ask themselves:What are the creative assets that youre going to use against these different audi-ences,and how do you then target them?How do you ensure that you live up to the full promise of the brand within a critical channel or platform like search as these new search-gene

40、rative experiences come to thefore?How do you fulfill that promise across all the different touchpoints?Audience-centricityIf data is the lifeblood of a customer-focused,audience-centric approach,first-party data is its plasma.However,just as plasma only makes up about 55%of our bloods total volume,

41、marketers need other datasets to construct detailed audience segments.Watson recommends building these seg-ments using a combination of zero-,first-and third-party data and further refining them through demographic and psychographic anal-ysis.Use planning tools to size and refine these audiences,ide

42、ntifying over-indexed segments and their media consumption preferences to maximize engagement and performance.LocalizationIf brands transact locally via brick-and-mortar stores or local service areas,local presence management is the most important thing they can do right now to gain new customers.Ho

43、wever,its not always obvious how the local channel works from a brand perspective.Consumers are beyond spoiled for choice when shopping,eating or getting some service.What can make or break their decision?Whether or not that option is local to them.If brands treat the local channel like adver-tising

44、 and paid media,theyd see the benefit because any of these can influence revenue.Truly audience-centric brands allocate the budget to align local tactics with the rest of their marketing plans to maximize value.Take the example of a highly regionalized telecommunications brand in a noncontiguous are

45、a.DAC ran an analysis to help the brand understand where its best customers are by line of business and where areas of opportu-nity exist that it had yet to uncover.Mapping these out,DAC built segmented media plans To evolve,teams have compiled GPTs and AI assistants that carry out siloed tasks that

46、 still require translation and handof Content strategy:Content planCreative:Brief to draft to final product Content strategy:Content briefsSEO:Topical data and curationAI supportBuild profile andknowlege baseCorrectionReviews andcorrects or handsof to next teamProvide single outputto hand of toaddit

47、ional teamsUpdatedsingle outputBuild profile andknowlege baseCorrectionReviews andcorrects or handsof to next teamProvide single outputto hand of toadditional teamsUpdatedsingle outputBuild profile andknowlege baseCorrectionReviews andcorrects or handsof to next teamProvide single outputto hand of t

48、oadditional teamsUpdatedsingle outputBuild profile andknowlege baseCorrectionReviews andcorrects or handsof to next teamProvide single outputto hand of toadditional teamsUpdatedsingle outputThe new road ahead:Gen AI is helping offload siloed tasks from teams so they can better collaborate cross-func

49、tionally,at scale,and at speed.7Navigating the evolving SEO,SEM and shopping landscapeThe Business of BrandsAd AgeSeptember 2024for those different audiences with different budgets,media mixes and creative assets to target them granularly.TotalSERP:A comprehensive approach tosearch strategy To achie

50、ve a holistic and audience-centric execution of paid search,SEO and local media tactics,marketers need a tool that seamlessly integrates these channelsand the func-tions that oversee them.This is where DACs TotalSERP tool comes into play.It brings together technical SEO roles,content strat-egists an

51、d creative copywriters,who have traditionally worked independently,into a unified system.“While marketers often view search in executional silossuch as organic search,paid search,and local searchthese distinctions dont exist from the customers point of view,”said Robert Cooney,DACs VP of strategy.“A

52、 customer enters a search term,and the search engine determines the best mix of content types to display.TotalSERP embraces this perspective by taking a holistic,user-centric approach to search strategies.It analyzes search query demand across relevant business topics,grouping keywords into thematic

53、 clus-ters that serve as the backbone for all subse-quent data interpretation.”For each topical theme identified,TotalSERP provides analytics on which types of search placementspaid,organic,local or othersare appearing in the results pages.This allows marketers to prioritize strategies that have the

54、 most significant impact.For instance,highly commercial searches may necessitate a focus on paid placements,while informational searches might benefit more from organic content strategies.The tools ability to map performance data across differ-ent search placements to a common thematic backbone ensu

55、res an integrated view of search success.This is crucial for adapting to evolv-ing search engine behaviors,like changes in Googles listing preferences,and for making data-driven decisions to maintain visibility and effectiveness,said Cooney.The TotalSERP tool goes beyond traditional methods by combi

56、ning cross-functional pro-cesses with AI for rapid,strategic,SEO-driven content development.By leveraging AI assis-tants and generative pre-trained transformers(GPTs),brands can streamline the SEO-driven Where we are:Combined cross-functional process in AI for rapid,strategic,SEO-driven content that

57、 can support new client needs-Topics andthemes providedSEO and strategyreview content planStrategic gapprioritizationCreative reviewsand provides final draft of AI outputSEO,strategy,andcreative approvesor revises briefsHuman teamgovernanceAI:Multi-stage productionAnalysisperformedKnowledgebaseConte

58、nt planLeverages approved briefs intofirst draft contentKnowledgetransfer andinitial strategyCreates briefsDenotes deliverable is producedMachines meet humans:In the new way forward,marketers govern strategy and knowledge transfer while AI facilitates multi-stage production for a more seamless proce

59、ss.8Navigating the evolving SEO,SEM and shopping landscapeThe Business of BrandsAd AgeSeptember 2024“The future of search isnt about doing more with less.Its about doing smarter,more integrated work that truly connects with consumers where they are.”Nasser Sahlool,senior VP,client strategy,DACconten

60、t creation process,from initial research to final output.This AI-guided support not only speeds up content production but also ensures accuracy and consistency across teams.The tool allows for human governance at each stage,with AI enhancing the process over time,resulting in faster and more accurat

61、e outputs.“What sets TotalSERP apart in the indus-try is its fully integrated approach to search strategy,execution,analytics and reporting,all supported by DACs proprietary technology and agency service offerings,”said Cooney.Clients leveraging TotalSERP can expect to see significant improvements i

62、n their total search visibility,traffic and sales,with an increase in ROAS from paid search placements.According to Cooney,it is not uncommon for clients to witness a lift of upwards of 30%in key metrics within the first few months,with even more substantial gains realized over long-term partnership

63、s focused on content strategy.As the search landscape continues to evolve with the rise of social commerce,generative AI and shifting consumer behaviors,marketers must adopt an integrated,audience-centric approach to maintain relevance and drive success.The strategies outlined in this white papercol

64、laboration across teams,leverag-ing AI and a localized focusare essential for navigating these changes effectively.Ad Age Studio 30Ad Age Studio 30 helps your brand connect with an influential audience actively seeking new partners,solutions and products.Through original custom articles,thought-lead

65、ership content,events,research,webcasts,white papers,infographics and more,our end-to-end solutions help your content reachand resonate.S StaffWriter Lauren FritskyDesign Director Jennifer ChiuSenior Designer Natalie SkopeljaArticles Editor Christopher HosfordCopy Editor Brian MoranContact us James

66、PalmaSenior VP,Sales and Client PJohn DiosoEditor,Studio 30 Deana M.LykosDirector,Activations Leeza RivkinSenior Manager,AAbout DACFounded in 1972,DAC is an international leader in full-funnel media,excelling in media application from enterprise to local levels.As a digital-first agency with extensi

67、ve expertise across the entire media landscape,DAC ensures that its clients remain ahead of the curve through innovative solutions that drive success.DAC thrives in the evolving media environment by building on its core strengths and continuously seeking groundbreaking methods to enhance client serv