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About this Session

Since the inception of the search engine optimisation industry, the primary focus has been keyword targeting. Does this need to change? The SEO team at Aira has spent thousands of hours working to perfect and automate keyword research, but we now firmly believe the keyword-first approach needs to change. This change in approach is heavily informed by the data and automation provided by Google Ads. We know keywords are no longer the sole source or even the primary source of intent.

In this talk Harry looks at the learnings that can and should be taken from Google Ads and how this should mould the future of your organic search strategies. Covering search intent, buyer personas, content topics and why you should be building brand.

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