Be sure to plan your pace of site analysis, internal audits and creative review programs to keep your own house in order and position yourself for the competitive challenges ahead. SMEs striving to accelerate digital growth face a number of challenges in terms of internal processes, marketing platforms, website features, and competitors. If you already have some testing experience and have the budget and expertise, consider implementing a multivariate testing tool to help you execute a rapid testing plan that offers both insight and improved performance. Images, themes, descriptions, landing pages, metrics, messaging themes – anything can help attract and maximize user attention, making it difficult to prioritize testing. This means more users, more tracking and tagging and other factors that can affect the speed of the site, which is a huge factor in the user experience. Searchmetrics examines in detail how Amazon uses a combination of organic and paid listings to compete for buyer clicks, what strategies Google uses in the battle for product search, and how Amazon continues to defend itself. You can promise the world to your users in your advertising campaigns, but without balancing expectations with today’s internal challenges, you will only create a frustrated customer base. If your ads promise same-day calls that won’t be delivered for several weeks, or if you offer quick delivery of out-of-stock products, you’ve used your advertising spend to create a flood of negative sentiment. In general, Google recommends speeds of two to five seconds for websites, taking into account the fastest part of this range. Jim Yu, founder and CEO of BrightEdge, talks about the changing aspects of search and the steps ESOs need to take to stay relevant. Using one of “his” real-life cases as an example, digital agency BDCenter shows how they took a client’s reputation with Google from negative 48% to neutral. B2B companies may have longer than expected response times to contact the prospects who generate their ads, and e-commerce companies may have inventory issues with their best-selling products.