Marco Megali

If it weren’t for topics like Covid and lockdown vying for our attention, it’s highly likely that the SEO community’s buzzword of 2020 would have been Core Web Vitals. As a group, we’re a big fan of buzzwords. E-A-T was probably the buzzword of 2019. BERT the focus the year before that.

We live in increasingly uncertain times and work in a complex industry. COVID-19 made it clear that we live in a volatile, unstable, complex and ambiguous world, as it struck digital marketing agencies with a 40% reduction in the media spend they managed for their clients. It represented the greatest data disruption in digital history.

As a quick way to get in front of potential customers, Google Ads can be a worthwhile choice for many businesses. However, an increasingly common complaint from many businesses appears to be around the belief that they cannot afford it. Many now believe that only businesses that can afford to pay higher prices to be at the top of Google search results have any chance in competing in the search auction process. To an extent, this has some truth; Google Ads is increasing in popularity.