Search sits on more customer behaviour than almost any other part of the marketing mix, yet many c-suite leaders still consider it a tactical, lower funnel channel. This talk will help you make the case for something different: search teams stepping up as the function that helps the business diagnose and strengthen the health of its brand, reframing search’s value as a true intelligence source and brand builder, rather than just a driver of website traffic.
We’ll show you how to connect search behaviour to brand health signals, moving your reporting from clicks and rankings to long term growth, risk and revenue. Then we’ll tell you how to use that data to build a search-out brand strategy that your board will act on.