The very innovations - search and performance - that helped those early adaptors flourish has become more and more competitive. Service benefits for customers have come with incremental improvements to nuances of user experience (UX) and retailers ironing out the logistics chain.
And where once brand had been insignificant, online retailers are creating new measures and indicators of brand perception.
Not only are Google preferencing experience factors, but keywords have become proportionately less powerful and more competitive to fight for in overall search strategy.
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