The second part of our SEO series builds on that knowledge to get tactical on boosting brand authority, building links, and creating content Google loves. We particularly love how Irina leans on her science background - looking for patterns, building hypotheses, running scientific experiments, and making educated guesses - to break down organic search strategy.

SEO is here to stay. Google may change its algorithms, the tactics and best practices may shift, but people will always use search engines to find what they need on the internet. As an organic channel, SEO has always been one of the highest ROI things you can do in marketing. In 2021, with the death of third-party cookies changing the nature of tracking for brand advertisers, a solid SEO strategy is more important than ever.

As Newton taught us: For every action, there is an equal and opposite reaction. A pendulum is a good way to illustrate this phenomenon. The higher you lift the pendulum in any one direction, the more powerful it will swing in the opposite direction. We can see this at play in many aspects of life. Human nature tends to look for ways to counter the past, often taking the form of a severe over-correction. Think about the cliche of choosing a new partner who is the opposite of your ex, or the voters that went from Obama to Trump in 2016.

One of the major marketing trends of the past few years is somewhat counterintuitive. In an industry that prides itself on bringing innovation, the trend has been to bring the old back into vogue. In a very real sense, what’s old is new again in the world of marketing. In this article, we explore what’s driving this new retro trend. We’ll look at specific examples of how brands are revitalizing these traditional marketing channels - such as radio ads, real-world advertising, experiential marketing, and more - by putting a new spin on them.