[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Felevate-search-the-rise-of-the-aggregators-and-the-implications-for-search-marketing-11th-april-2019":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":15,"acf":24,"head_links":269,"breadcrumbs":270,"reading_minutes":80,"category":278,"head":280},"2019-04-11T14:12:48",{"rendered":6},"\n\u003Cp>Lawrence Hunt is Chairman & Managing Director at \u003Ca style=\"color:orange\" rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.addmustard.com\u002F\">addmustard\u003C\u002Fa>. His talk this afternoon is on the rise of the aggregators and the implications for search marketing. According to the host, Lawrence is a serial businessman and has set up an airline and loveholidays in the past!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fimplications-for-search-marketing-image-1-2019.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14287\" width=\"576\" height=\"432\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-future-of-search-marketing-a-brexit-free-presentation\">The future of search marketing (a Brexit free presentation)\u003C\u002Fh2>\n\n\n\n\u003Cp>Last year we saw some big changes in search marketing, says Lawrence. Today his talk will go over the following:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>a brief history of search\u003C\u002Fli>\u003Cli>times they are a’ changing\u003C\u002Fli>\u003Cli>the rise of aggregation\u003C\u002Fli>\u003Cli>run away, hide or front up?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"a-brief-history-of-search\">A brief history of search\u003C\u002Fh3>\n\n\n\n\u003Cp>Search started in the early 90s as part of the US military. As academia become more prolific in the early 90s, web crawlers were developed, which was followed by the development of search engines such as Yahoo, before Google came in during the late 90s and began to dominate the market.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreen-Shot-2019-04-11-at-15.01.56.png\" alt=\"\" class=\"wp-image-14019\" width=\"639\" height=\"327\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-did-google-dominate\">Why did Google dominate?\u003C\u002Fh3>\n\n\n\n\u003Cp>They had a better algorithm than anyone else. Always had the best user experience and they have always focused on that. According to Lawrence, they have 125 different versions of Google algorithm running at one time.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Just how big are Google?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>3.5bn global searches a day\u003C\u002Fli>\u003Cli>Google share $220bn global digital ad spend which is 50% of the market\u003C\u002Fli>\u003Cli>Google share of mobile searches: 83%\u003C\u002Fli>\u003Cli>More people Google Facebook than use the platform\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>What’s the most Googled word? Facebook.\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>We know its big – but where is it going to go?\u003C\u002Fp>\n\n\n\n\u003Cp>Last year we saw a \u003Cem>considerable decline in search terms\u003C\u002Fem> across certain industries, claims Lawrence. What was going on? Google stopped publishing data it’s difficult to see what’s going on.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>Google only trades at 18 times it’s profit – no longer perceived by Wall Street as a growth stock\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean\">What does this mean?\u003C\u002Fh3>\n\n\n\n\u003Cp>Search queries are declining, says Lawrence. The volume of queries in most sectors is in decline, supported by data from Merkle and web.com. Alongside this, CPCs are increasing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What do we believe is happening?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>People are using mobile more, but they are not using Google as much on mobile.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWhatsApp-Image-2019-04-11-at-14.56.08.jpeg\" alt=\"\" class=\"wp-image-14015\" width=\"708\" height=\"531\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>People are using aggregator apps more.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Lets look at Amazon.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>What do we know about Amazon?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>they want to be the lowest price on everything\u003C\u002Fli>\u003Cli>they are about domination\u003C\u002Fli>\u003Cli>they keep CPCs at constant levels despite Google’s CPCs increasing\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"388\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fimplications-for-search-marketing-graph-2019.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14286\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Amazon made 3bn profit from advertising last year and they have 6% of global ad spend. The shift that we are seeing is away from search engines and towards these kind of aggregator apps. This is really important for us to recognise as search marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>For search marketers this is a big opportunity, says Lawrence, as it is cheaper and there is better search intent. Amazon isn’t the only aggregator app where we see this happening of course, but it’s currently one of the biggest.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>Why Amazon? Conversion ratios are higher.\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>We believe aggregators will be better hunting ground for brands to dominate market share.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"conclusions-what-does-this-all-mean\">Conclusions: what does this all mean?\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use of search engines will decline which means less clocks, less customers\u003C\u002Fli>\u003Cli>More expensive to advertise on search engines\u003C\u002Fli>\u003Cli>We’ll have to find your customers elsewhere\u003C\u002Fli>\u003Cli>Google will stop sharing data so will need to rely on more data insight agencies\u003C\u002Fli>\u003Cli>The market will become more competitive\u003C\u002Fli>\u003Cli>AI tools will become irrelevant as they are based on 20 years worth of CPC data\u003C\u002Fli>\u003Cli>Other channels and ad formats will become more important\u003C\u002Fli>\u003Cli>Product, quality and price conversion ratio becomes even more critical\u003C\u002Fli>\u003Cli>it’ll come back full circle to creativity: you will need to rely on a compelling brand promise\u003C\u002Fli>\u003C\u002Ful>\n",false,"standard",[10],1,[],[13,14],101,95,[16,17,18,19,20,21,22,23],"post-4347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":25,"hero":76},[26,31],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"Elevate Search – The rise of the aggregators and the implications for search marketing – 11th April 2019",[],{"acf_fc_layout":32,"reduced":28,"top_overlap":33,"bottom_underlap":33,"disable_observer":-1,"heading":34,"cta_text":35,"cta_link":36,"items":37},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[38,52,61],{"type_key":17,"title":39,"excerpt":40,"to":41,"postedAt":42,"readingTime":43,"image":44,"authors":45,"category":49},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[46],{"name":47,"image":48},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":17,"title":53,"excerpt":54,"to":55,"postedAt":56,"readingTime":43,"image":57,"authors":58,"category":60},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[59],{"name":47,"image":48},{"to":50,"name":51},{"type_key":17,"title":62,"excerpt":63,"to":64,"postedAt":65,"readingTime":66,"image":67,"authors":68,"category":75},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[69,72],{"name":70,"image":71},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":73,"image":74},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":50,"name":51},{"type":77,"style":78,"heading":29,"date":4,"updatedAt":79,"reading_minutes":80,"image":81,"imageAlt":29,"categories":82,"collections":268},"blog-post","light","2022-02-07T16:48:25",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXKXABga7-050720211625512704_amazon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[83],{"id":10,"count":84,"description":85,"link":50,"name":51,"slug":86,"taxonomy":87,"parent":88,"meta":89,"acf":90,"head_links":91,"resource_count":92,"yoast_title":93,"yoast_meta":94,"yoast_json_ld":139,"_links":237,"path":50},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",0,[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[95,97,100,103,106,109,112,114,116,118,121,124,127,130,133,136],{"property":96,"content":93},"title",{"property":98,"content":99},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fimpression-team\u002F",[361,362,364,365,366,368,369,370,373,375,377,379,380,381,382,384,385,387],{"name":101,"content":102},{"property":107,"content":363},"en_GB",{"property":110,"content":111},{"property":113,"content":281},{"property":115,"content":367},"Lawrence Hunt is Chairman & Managing Director at addmustard. His talk this afternoon is on the rise of the aggregators and the implications for search marketing. According to the host, Lawrence is a serial businessman and has set up an airline and loveholidays in the past! 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