Key Insights on Search Marketing from Aaron Levy at SMX Advanced: A Digital Marketing Leader’s Perspective
Search marketing has come a long way and is constantly evolving. At SMX Advanced, Aaron Levy, a digital marketing leader, shared his perspective on the complex nature of search marketing and the importance of focusing on customers in our strategies. Here are some key insights from his keynote talk:
1. Search will continue to evolve: Levy emphasized that search marketing is not going away anytime soon. However, marketers need to let go of outdated views of paid search as a perfect direct response channel. Search has adapted to a hostile environment and is now a factor in the customer journey.
2. The rise of AI and assistants: Levy discussed how generative AI and assistants are transforming search into more of an “answer engine.” Google, for example, aims to become an answer engine rather than just a search engine. This shift means that search marketers need to have a deep understanding of all the tools in their toolbox and how they can be deployed effectively.
3. Performance metrics alone are inadequate: Levy argued that there needs to be a mindset shift towards branding and incrementality in search marketing. He called for an end to the battle between performance and brand marketers, emphasizing that performance and branding happen simultaneously and should not be treated as separate entities.
4. Customer-centricity is crucial: Levy stressed the importance of leveraging audiences, alternative KPIs, and creative assets to move customers through the full buyer’s journey. He highlighted that keywords are no longer the only focus in PPC, and alternative metrics should be used to guide customers through the funnel.
5. Understanding customer behaviors and emotions: Levy emphasized the need to go beyond simple question and answer formats in search marketing. The answer provided should speak to customers’ emotions and problems, offering solutions that can make their lives better. This approach moves away from transactional relationships towards more meaningful connections with customers.
6. Search as part of a larger customer journey: Levy acknowledged that search is only one part of a complex customer journey that involves multiple touchpoints. While search is often a crucial part of the journey, it is rarely the sole cause of conversion. Marketers need to understand the broader context in which search fits and optimize their strategies accordingly.
7. New AI-powered search experiences: Levy predicted that AI-powered search experiences may lead to reduced site traffic. This could necessitate new affiliate or commission-based ad models. Marketers will need to evaluate the value of conversions in light of these changing search experiences.
8. Search is here to stay: Levy concluded by reaffirming that search as a medium is not going anywhere. As long as people have questions that need answering, search will be there. The key is to structure efforts around people, understanding their needs, behaviors, hopes, and dreams.
In conclusion, Aaron Levy’s keynote at SMX Advanced provided valuable insights into the future of search marketing. Marketers need to adapt to the evolving landscape, focus on customers, leverage AI and alternative metrics, and create meaningful connections with their audience. Search may change, but its importance in providing answers and solutions will remain constant.
To watch the full keynote and explore other sessions from SMX Advanced, register for the event. Stay updated on the latest news and insights in search marketing by adding Search Engine Land to your Google News feed.
