Robin’s mission is to “Evangelise search” and convince brands to take search more seriously.
In his words “Nothing is impossible!”
Search is not as ‘Cool’ as it once was in the early naughties – it’s now seen by many within the business as the un-sexy cousin.
However, 60% of all transactions include a search at some point within the journey.
Content, by definition, is anything that’s purposefully communicated. Content is just a tick-box to a lot of companies – in terms of search, content is a LOT more complex than this.
If content is aligned with hierarchies and business structures, users will be entering the funnel at the right point and converting.
If all sites are perfectly optimised in a level playing field, all signals being equal, we are lead to think of the role of content and the importance of being beneficial to users. We’d start to ask questions like: Does this content make the world a better place? With machine learning, will Google be able to soon assess the ethical ‘Good’ness of content, and will ethics one day be a top ranking factor?
Search content needs to be relevant, multifunctional and beneficial to both the user and brand.