---
title: "Future of Search"
date_published: "2023-04-03"
date_modified: "2024-08-22"
permalink: "https://www.samtomlinson.me/speaking/how-to-succeed-in-seo-sem2021-edition/"
seo:
  title: "Future of Search"
  description: "Despite the rise in many other forms of digital advertising, search remains the go-to channels for answering your target audience's most pressing questions. Success in search requires treating search engine results pages"
  canonical_url: "https://www.samtomlinson.me/speaking/how-to-succeed-in-seo-sem2021-edition/"
---

Despite the rise in many other forms of digital advertising, search remains the go-to channels for answering your target audience's most pressing questions. Success in search requires treating search engine results pages (SERPs) as a single entity containing three core components (ads (search + shopping), SERP features, traditional "blue links"), all of which should can be mutually-beneficial. But too often, each of these functions is siloed, preventing a more robust, holistic understanding of your target audience.

Takeaways:

What is integrated search & how does it help?

How to make the case for integrated search to senior management;

5 Strategies that enable SEO, SEM & Shopping to work together.[https://www.samtomlinson.me/speaking/#accordian-panel-4](https://www.samtomlinson.me/speaking/#accordian-panel-4)

[BOOK SAM](https://www.samtomlinson.me/contact/)