Sarah Bird knows a thing or two about search engine optimization. As the CEO of Moz, it’s the main thing her company focuses on and for good reason. SEO is one of the most important tools in a marketer’s toolkit, but Sarah believes that few really understand how hard it is to become good at SEO and tap into its full potential. On this episode, Sarah explains some common misconceptions about SEO and gets us excited about the future of search. 3 Takeaways: There is a fundamental lack of understanding about how much work goes into a great longterm SEO strategy Local searching is easier to commercialize than broader or national search In order to get ahead in your career, search out problems and try to unlock new ways to solve them --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.