The SEO life is not for someone who desires to work quietly from 9 to 5. However, if until not so long time ago understanding the search journey of our potential customers, and so guiding them along it, was relatively easy and predictable, nowadays it is not so anymore, because they can follow a substantially infinite number of paths before landing to a web page (note: I say web page, not website…).
Is the classic funnel still a useful model?
Are the “0 click SERPS” something we SEO cannot deal with?
Discover how the Messy Middle is shaping Google Search now and how it is the real cause of why Google is presenting more and more Search Features (and introduced MUM).
Learn my way of targeting, mapping, and optimizing the organic visibility of a website and a brand for the Messy Middle, and how it is obliging us to change the way of thinking and doing SEO.
In this post, I will not go into the details of patents and papers (if you are interested in them, I invite you to follow and read Bill Slawski and Dawn Anderson). On the contrary, I will present empirical methods that some will consider “unscientific”, but which in reality have a lot of practical science backing it and proved to be correct and effective in identifying the search intent of my clients’ users.