MTA vs. MMM: Which Marketing Measurement Model is Right for You?
MTA vs. MMM: Understand the differences, strengths, and weaknesses of each marketing measurement model to choose the right one for your business.
Nitin Mahajan
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December 29, 2025
Alright, so the way people search for stuff online is changing, and it's happening fast. Search engines aren't just about typing in a few words anymore. They're getting smarter, and we need to get smarter too if we want to show up. This whole "funnel search engine" thing is basically about understanding what people *really* want when they search and giving it to them. It's not just about keywords; it's about being genuinely helpful. Let's look at how to get ahead in 2025.
Okay, so the whole search engine thing? It's not exactly what it used to be. Remember when just stuffing keywords onto a page was enough? Yeah, those days are pretty much gone. Search engines, especially Google, are getting way smarter. They're trying to figure out what people really want when they type something in, not just what words they used. This means we have to think differently about how we show up in search results.
Google's been talking a lot about "helpful content" and "people-first content." What does that even mean? Basically, they want to show results that actually help the person searching, not just pages that are good at tricking the algorithm. This means content needs to be:
This focus on user satisfaction is the biggest change we're seeing. If your content doesn't feel like it was made for a person, it's probably not going to do well.
The days of creating content solely for search engine bots are over. The algorithms are now sophisticated enough to recognize and reward content that truly serves the needs of the user. This requires a fundamental shift in how we approach content creation, prioritizing clarity, accuracy, and genuine helpfulness above all else.
Artificial intelligence is shaking things up, big time. You've probably seen those AI Overviews at the top of some search results. These give users answers directly on the search page, meaning they might not even click through to a website anymore. This is what people call "zero-click searches." It's changing how often people click on the regular links.
This means we need to be super clear and concise in our content, making sure the most important information is easy to find, even if it's just for a snippet in an AI overview.
The Search Engine Results Page (SERP) itself is looking different. It's not just a list of blue links anymore. We're seeing more:
Understanding these features is important. If a "People Also Ask" box is showing up for your topic, it's a good sign that users are looking for more specific information. Getting your content to appear in these spots can get you visibility, even if it's not a direct click to your site.
Okay, so you've got your website, you're putting content out there, but are people actually finding what they need? That's where understanding search intent comes in. It's not just about stuffing keywords into your pages anymore. We're talking about figuring out the why behind someone typing something into Google. What are they really looking for? What problem are they trying to solve? If you nail this, you're way ahead of the game.
Keywords are still important, don't get me wrong. But just targeting "best running shoes" isn't enough. You need to think about what the person searching for that phrase actually wants. Are they looking for reviews? Comparisons between brands? Information on specific features like cushioning or support? Or are they ready to buy right now and just need a good deal?
The real trick is realizing that most searches have layers, and you need to peel them back.
This is where you become a detective. Take your main keyword and type it into Google. Now, look at the top 5-10 results. What kind of pages are showing up? Are they blog posts? Product pages? Videos? Forums? What questions are they answering directly? What format are they using – lists, guides, reviews? This is Google telling you, in no uncertain terms, what it thinks people want for that query.
For example, if you search for "how to fix a leaky faucet" and the top results are all step-by-step video tutorials with clear diagrams, then a long, text-only article probably isn't going to cut it for that specific intent. You need to match the format and the information provided.
Once you've done your SERP analysis, it's time to create content that fits. If users are looking for quick answers, a concise FAQ section or a short, actionable guide might be best. If they're researching a big purchase, a detailed comparison table or an in-depth review could be the way to go. Don't just create content because you can; create it because the search data tells you people need it in a specific way.
Think about the user's journey. Where are they in their decision-making process? Are they just starting to explore a problem, or are they ready to make a choice? Your content needs to meet them exactly where they are.
It's about being helpful, first and foremost. When you genuinely answer the question behind the search query, and do it in a format that's easy for the user to consume, you build trust. And that trust is what keeps people coming back and what search engines like to reward.
Okay, so we've talked about understanding what people are actually looking for and the technical stuff. Now, let's get into the actual content. This is where you show up and prove you've got what it takes.
This is the big one. Forget just stuffing keywords and hoping for the best. Search engines, especially with all the AI stuff happening, are getting way better at spotting content that's just fluff. They want stuff that actually helps people. Think about it: when you search for something, you want a real answer, not just a bunch of marketing speak. So, your content needs to be accurate, well-researched, and written in a way that's easy to understand. It's about being the go-to source for whatever topic you're covering.
The goal here is to build trust. If people see your content as the most reliable source, they'll keep coming back, and search engines will notice.
Content marketing is basically using your content to bring people to your site without paying for ads. It's a long game, but it pays off big time. Instead of just pushing sales, you're providing useful information that attracts people who are interested in what you do. This could be blog posts, guides, videos, whatever fits your audience.
Here's a simple way to think about it:
It's like planting seeds. You put in the work upfront, and then you get a steady stream of visitors who are already interested in your topic.
Most people don't buy something the first time they hear about it. They're usually in a research phase. Your content needs to be there for them at every step. While top-of-funnel content is about getting attention, mid-to-bottom funnel content is about helping people make a decision.
Think about content like:
When someone is searching for "best CRM software" (top funnel), they might later search for "Salesforce vs HubSpot" (mid funnel) or "buy HubSpot pricing" (bottom funnel). You need content ready for all those searches. Make sure it's easy to see how your product or service fits their needs and solves their specific problems. Use clear language, show examples, and make it obvious what the next step is if they're interested.
Okay, so we've talked a lot about content and intent, which is super important, right? But if your website is a mess under the hood, all that great content might not even get seen. Think of it like having a fantastic restaurant with a broken door – people might see it, but getting inside is a whole other problem. For 2025, making sure your site is technically sound is just as vital for showing up in search results.
Search engines, especially Google, are really trying to figure out if people like using your website. They look at things like how long someone stays, if they bounce back to the search results right away, and if they click around. If users are having a bad time – maybe the site is slow, hard to read, or confusing – that's a big red flag. Making your website easy and pleasant to use is no longer optional; it's a core part of ranking.
Here’s what to watch:
This ties right into user experience. If someone lands on your page looking for information about, say, "how to bake sourdough bread," and they can't easily find your recipe or other related baking tips, they're going to leave. You want to guide them smoothly from one piece of content to the next, especially if you want them to stick around and explore more of what you offer. Think about breadcrumbs, clear menus, and internal links that make sense.
Good navigation isn't just about making it easy for users; it's also about helping search engine bots understand the structure of your site and how different pages relate to each other. This helps them index your content more effectively.
These are specific metrics Google uses to measure user experience. They focus on loading performance (Largest Contentful Paint - LCP), interactivity (First Input Delay - FID), and visual stability (Cumulative Layout Shift - CLS). Getting these right shows Google that your site provides a good experience.
Fixing these might involve things like optimizing images, reducing JavaScript, or improving server response times. It sounds technical, and it is, but it makes a real difference in how users and search engines perceive your site.
Okay, so we've talked about finding what people are looking for and making content that actually helps. Now, let's get into how people actually know you're the one to listen to. It's not just about having good info; it's about being seen as a reliable source. Think of it like this: if you're sick, you want to see a doctor with years of experience and a good reputation, right? Search engines are starting to think the same way about websites.
This is where E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) comes into play, and it's more important than ever. Google wants to show people content from sources that really know their stuff. So, how do you show that?
It's not just about being an expert; it's about people remembering you and feeling good about your brand. When users see your brand mentioned positively across different places online, even if it's not a direct link, it builds up your reputation.
Building trust means being consistent and honest. If your website promises one thing and delivers another, or if your information is often outdated, people will stop trusting you. This applies to everything from your website's accuracy to how you handle customer interactions.
Links are still a big deal, but the focus is shifting. Instead of just chasing any link, aim for quality and relevance. Think about why someone would naturally want to mention or link to your content.
Think of your search engine efforts not as separate tasks, but as parts of a machine that keeps itself going. When one part works well, it helps the next part work even better. For example, the words people use when they search for information (that's your SEO research) can also be used to write ads that get clicks (PPC). Then, the results from those ads tell you which words and ideas work best, which helps you create better content for your website. It’s a cycle that builds momentum.
The real power comes when all your search engine work – from organic search to paid ads and content – works together. It's like a well-oiled machine that drives steady growth.
Your search engine work shouldn't just be about getting found online; it needs to help your business make money. This means making sure what you do in search engines directly supports what your sales team is trying to do and what the business wants to achieve overall.
Don't let your search engine efforts live in a silo. They should connect with and boost all your other marketing activities. This creates a stronger overall presence and a better experience for potential customers.
So, we've talked a lot about how search is changing, right? It's not really about doing the same old tricks anymore. Things like AI popping up in search results and people looking for super specific answers mean we all have to get smarter. It’s less about just stuffing keywords and more about actually helping people find what they need, quickly and easily. Think of it like this: if you're not making things clear and useful for the person searching, you're probably going to get left behind. The big takeaway here is that staying on top of search in 2025 means being ready to adapt. Keep an eye on what users are doing, use new tools wisely, and always, always focus on giving them a good experience. That’s how you’ll keep showing up when it matters.
Think of a funnel search engine like Google. It's a tool people use to find stuff online. "Funnel" just means that people start with a broad idea and then narrow down what they're looking for, like water going through a funnel. So, a funnel search engine is about helping people find exactly what they need as they get closer to making a decision or finding a solution.
Search engines want to show people the best and most helpful answers. So, if you create content that is truly useful, easy to understand, and answers people's questions really well, search engines will notice. It's like giving them great information to share with their users. This means making content that's not just about selling, but about truly helping.
AI is making searches smarter. Instead of just giving you a list of links, AI can now try to give you a direct answer right away, often summarizing information from different websites. This means your content needs to be super clear and helpful so AI can use it, and also give people a good reason to click through to your site for more details.
Search intent is simply *why* someone is typing something into a search engine. Are they trying to learn something new (informational)? Are they looking to buy something (transactional)? Or are they trying to find a specific website (navigational)? Knowing this helps you create content that perfectly matches what the person is looking for.
You need to make your website easy and enjoyable for people to use. This means making sure it loads fast, is easy to navigate (you can find what you're looking for without getting lost), and works well on phones. Search engines look at how happy visitors are with your site, so a good user experience is key.
Building authority means becoming a trusted source of information. It's like being known as the expert in your field. You do this by creating reliable content, showing you have real experience, and getting recognized by other reputable websites or sources. When search engines see you as an authority, they are more likely to show your content to others.
