Whether you’re looking for a pair of shoes, advice on health or a PR agency, there is now massive choice on the web. The original concept of the internet was as a tool to empower ordinary people to gain access to knowledge and share it with others. Sir Tim Berners-Lee’s vision of his invention, the world wide web, was to connect humanity. And then came Google.
As a result of this, it’s no longer enough to be on the first page of Google, once considered the holy grail of SEO. Now we have to provide guidance when someone scans that page and clicks on our links; people want evidence that our website provides them with the answers we’re looking for, whether that be that those shoes are indeed fantastic and we can deliver them in two days, that the advice we’re giving them on their rash is accurate, or that we are the very best PR agency for the job.
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