Search engine optimization. The three words every marketing professional hears on a consistent basis. It is constantly changing and we are always trying to keep up. You spend countless hours trying to perfect the “code” and make sure your content is leading you towards more clicks.

As of last Friday, Google will no longer be showing AdWords ads on the right hand side of the search results page. Now ads will only show at the top and bottom of the search engine results page (SERP). The ad number may jump from three to four. The addition of more ads at the top means a push down of your organic search results, making the emphasis on SEO even more important.

Keywords are still an important factor to your SEO, although there are now a whole new set of things to consider when revamping your website and other digital activities. Here are some crucial ingredients to the SEO secret recipe.

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The Internet of Things (IoT) has already started to take over our home. Devices allow you to turn on your house lights while you are pulling into the driveway, lock your doors after you’ve already left, and track your child’s toothbrush to make sure they are brushing regularly. The IoT is rapidly changing everyday life and expanding from the home to the office.

We rely heavily on our cell phones throughout the day. They are our portable office, from checking email, scheduling meetings, and even video conferencing on the go.

So what does this new age of IoT mean for your workplace?

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Countless hours have been spent mastering the content of your latest digital campaign. Your messages evoke emotions that are sure to capture the customers’ attention. But now what?

It’s time to talk about placement.

Before investing an unnecessary portion of your marketing budget on every online advertising platform you can think of, it’s important to evaluate your customer. Sure, an increased ad presence will increase traffic. Sure, traffic is great. But you want to be positive you are getting the RIGHT traffic. The good news is there are plenty of platforms for you to explore.

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Every day the consumer has more and more access to statistics, specs, reviews, and information that were once only visible to those in the industry know. As marketers, we can do one of two things in response to this new “smarter-than-ever” customer:

Abort. Or Adapt.

While the idea may be alarming to some that their customers can make valued product comparisons at the touch of a button, the reality is that this is our opportunity to capitalize.

It’s time we focus on our customer. How do we be their eyes and ears while staying ahead of the competition? Check out these simple tips on how to make 2016 a winning year for both the brand and customer:

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Video ruled the digital world of 2015. In just the first few months of 2016, it is quite apparent that the video obsession is here to stay. That being said, one minute of video is the equivalent of 1.8 million words. That alone makes it a no brainer for marketers to pick up the video camera. But should they also rethink text marketing?

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