Searching Higher Up the Funnel

Consumer search behaviour is complex. You perform multiple searches on multiple devices over multiple days, where everything you see and experience influences your brand preference and purchase decisions. Traditional funnel analysis and marketing models do a poor job of managing this ecosystem. We need to rethink the way we talk about, measure and manage SEO if we want to win big, and we need to move fast; some of the world's biggest companies are already beating us to it.