Will Critchlow says, “At our recent SearchLove conferences, I’ve been talking about things we need to do differently as marketers amidst the big trends that are reshaping search. My colleague Tom Anthony, who heads up the R&D team at Distilled, spoke about 5 emerging trends:

  1. Implicit signals
  2. Compound queries
  3. Keywords vs intents
  4. Web search to data search
  5. Personal assistants”.

SEO Split-Testing: How to A/B Test Changes for Google

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