With the recent rise in profitability of paid search ads and product listing ads (PLAs), retailers have begun to write off the importance of a good search engine optimization (SEO) strategy. Big mistake.
Paid search and SEO aren’t mutually exclusive. Actually, they support each other, and using them in tandem is necessary for digital marketing success. There’s no single path to your webstore, and savvy retailers know that if they want to dominate the SERP, they need to invest in SEO.
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