Amanda G. Watlington PhD

Amanda is the founder of Searching for Profit, a search marketing strategy consultancy; and CEO of City Square Consulting, a management consulting firm. Amanda is an internationally recognized author, speaker and search marketing pioneer. Her consultancy focuses on using organic search to drive traffic to customer sites. She is an expert on the use of language for search. Her clients have included well-known and emerging brands.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.

Before turning the last page on the 2016 calendar and welcoming in 2017, I’d like to pause for a moment and look briefly at some important trends in organic search that will strongly impact search performance in 2017. These should not be mysterious hints of things to come, but rather strong signals — claxons, if you will.

Those who heeded the warnings of Mobilegeddon and now have pages designated “mobile-friendly” have found that users strongly prefer the mobile-friendly pages and reward them with clicks. Google has just upped the ante with its announcement earlier this month that accelerated mobile pages (AMP) would soon be receiving a special notation in the search results.

The retail e-commerce calendar is so compressed and focused on the October-to-December selling season that summertime is site development time. Any site enhancements, redesigns and relaunches must be completed with adequate time for testing and rollout before the critical autumn selling season.

Many years ago when I was a pre-digital marketer, when we couldn’t or didn’t measure (shame on us!) the direct results of every marketing initiative, we readily used “brand exposure” as a catch-all for marketing goodness.

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