Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

Adapting to the new SEO landscape

With constant regulatory changes and unpredictable updates to Google’s search algorithm, SEO is difficult to master, but it’s still the cornerstone of a successful digital marketing strategy. Campaign explains the value of traditional search tactics and why they must be integrated with larger brand-building efforts.

The untapped potential of search data

What is search data, where does it come from, and how can it add powerful insights to your overall marketing strategy? Search Engine Journal explains how this overlooked source of intelligence reaches beyond the scope of SEO to inform more accurate, effective decision-making.

How to create landing pages for maximum conversions

Problems like unclear messaging, overcomplicated design, and no CTAs can weaken landing pages and reduce conversions, according to Search Engine Land. Learn the ten key elements of a perfectly optimized landing page to boost SEO and conversions.

Don’t waste your content marketing efforts

Marketers may be using content for the wrong reasons — namely, maximizing every cent of content marketing spend by trying to reach out-of-market buyers. An opinion piece in Marketing Week argues that search intent matters more than traffic, and content should be designed around what information buyers are actually looking for.

Interested in more untapped data sources?

Check out our primer on the value of first-party data.