Digiday·2026-03-06
As brands respond to AI search, walls crumble between paid and organic
For the best part of 20 years, paid search and SEO have operated as separate disciplines. But as they respond to the zero-click search era, marketing agencies are erasing the boundaries between organic and paid search teams. Elena MacGurn , svp of search at Digitas, told Digiday the Publicis Groupe agency has begun reorienting teams from either side of the search aisle around common client objecti
在过去近20年里，付费搜索和搜索引擎优化（SEO）一直是独立的学科。但随着它们应对“零点击搜索”时代，营销机构正在消除自然搜索和付费搜索团队之间的界限。Digitas搜索高级副总裁Elena MacGurn告诉Digiday，阳狮集团旗下的这家机构已开始围绕共同的客户目标，重新调整搜索领域两端的团队。