Making Search Work Harder: The Case for Enquiry Journey Optimisation
Search engines have grown far more sophisticated than the simple link-matching tools they once were. Today, they try to understand intent, context, and the full arc of a user's decision-making process. This shift demands a corresponding shift from SEO professionals. It is no longer enough to optimise individual landing pages for isolated keywords. The real work lies in mapping and refining the entire path a searcher takes from initial query to meaningful engagement. This is
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Search engines have grown far more sophisticated than the simple link-matching tools they once were. Today, they try to understand intent, context, and the full arc of a user's decision-making process. This shift demands a corresponding shift from SEO professionals. It is no longer enough to optimise individual landing pages for isolated keywords. The real work lies in mapping and refining the entire path a searcher takes from initial query to meaningful engagement. This is
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