FIGARODIGITAL.CO.UK


be the ones that win in years to come. “Lastly, digital services are overlapping, not only in terms of  and results. Online PR, for example, is an activity that usually needs input from content, SEO and development.           even sales. Understanding how all             attribution model that allows for smart investment decisions to be made.”     


are familiar now with the interdependence of previously distinct disciplines. Content drives      purchase consideration. How does Grice view the relationship between        “Google wants to organise the


 that are genuinely useful to a searcher,” he says. “When someone       have a direct intention. Someone   have passive intentions, such as air miles, interest rates and rewards. Google wants to fully answer the user intention, rather than serving an organic result that only deals with the application. “Content is used to answer the


intention, whether the result is long form, video, imagery, or dynamic. In order to succeed, your content has to      Google uses multiple signals to       


In order to succeed your content has to deliver against the user’s intention


even manual reviews are all factors in increasing or decreasing your visibility in Google.”


As an example of that strategy in


      Holidays which demonstrates, he says, how powerful a content strategy can be when it comes to increasing search visibility.





     digging out all the questions and queries a customer may have before committing to a cruise. This research was then used to formulate a content strategy, for which a new section of the website was designed to deliver the most comprehensive answers to  impact on search visibility and overall sales was profound. The savings in PPC alone halved the cost of acquisition.”


Keeping it real-time Search agencies, of course, are       new challenge in the form of wearable technology and the internet of things. How does Grice see new devices and smaller screens impacting on search   within the industry,” he says. “Search


44 annual sourc e guide 2016


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