Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incent participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic. For web marketers, it’s a prisoner’s dilemma — do we give Google what they want now so a competitor doesn’t cave first, or do we hold back and miss out on traffic potential for fear of losing out long term? In this presentation, Rand will show data on how Google is being used today, and how it’s changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.