Step up SEO: How marketers can take search to the next level

Sharon M. Goldman

Provides five key tips on how marketers can maximise SEO and why this is necessary in ensuring more site visits.

The Goodyear Tire & Rubber Co., like any other major brand looking to drive traffic to its websites and partner retailers, has always sought success in search marketing. But while search is as relevant as ever and remains an essential customer acquisition tactic for the 119-year-old company, the practice has evolved considerably as a result of changes to Google, emerging interfaces, and changing consumer behavior.

A decade ago, SEO was all about getting a website page to rank higher in Google search results, through efforts such as adding keywords, building links, and changing code. These days, search goes far beyond...

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