Be Unique
Angela Soudi

Mastering Online Marketing For 2020 With Be Unique Academy

November 28, 2019

Head of Hospitality

Angela Soudi

Head of Hospitality
Social Media Management

Article Overview

10min read

Several years ago, digital marketing was just one of the many ways to market. The online marketing space has been available since the start of the age of the internet and yet, the past decade saw the biggest rise in this marketing channel.

 Most major brands in the world have shifted their focus from print media and television to online platforms such as Google search engine and social media channels like Facebook and Instagram. Today, it is an integral part of any business and how they are perceived by their customers.

When Be Unique was established in 2009, we had already seen the immense potential of online marketing. Over time,  we learned and practiced the many opportunities it presented. With over a decades worth of experience in the industry, we grew to be a Google Premier Partner and one among the only 3 agencies in the MENA region that Google directly works with. 

 And that’s how this 2019 November, we launched the Be Unique Academy- a series of seminar and workshop sessions aimed at equipping individuals and businesses with sound knowledge of the digital world, latest technologies, and innovations that are necessary for them to stand out from the online competition. 

The very first event in the series ‘Master Digital In 2020’ took place on 25th November 2019, where digital enthusiasts from across different industries participated to gain first-hand knowledge about digital marketing trends that is all set to take the online world by storm. 

Be Unique Group Director Ali Soudi lead the seminar, sharing insights, updates and the upcoming market changes in the digital space.


This is only the beginning of Be Unique’s effort in helping businesses achieve their goals with us,” 

Ali Soudi


Ali’s recent attendance at the Google SMX in the US enabled him to share the mind-blowing facts about the industry, its workings and how businesses can tap into the online advertising space.

Let’s take a look at some of the top market changes that are going to disrupt the way digital marketing is done in 2020 that were discussed at the event.

Google’s dominance over the online space

Gone are the days when people knew and used Yahoo! search and Bing to find something online. Today, Google has become synonymous with ‘searching something on the internet’. Every day you ‘google’ something you are interested to learn about; from daily news to flight tickets, you depend on Google for anything and everything that it doesn’t cross your mind twice that you do it at least once a day!

Statistics from SEO Tribunal-2019 says that an average person makes 3-4 searches per day with over 5.6 Billion worldwide searches happening in a day. With more than 94.15% market share in the Search Engine Market in the first quarter of the year, Google has no plans of slowing down or falling back on its market dominance. In fact, the search engine has grown so smart over the years that they are soon going to disrupt the entire online marketing industry through two fundamental changes. 

Market Changes To Watch Out For In 2020

As mentioned, there are two basic changes that Google has introduced over the past 6 to 8 months. Even within this short span of time, these changes have become commonplace, leaving the search engine users unaware of their significance.

The first is the gradual rise of ‘Zero Click Searches’. It is the Google search engine results page  (SERP) that comes up whenever a user submits an online query, providing the answer right at the top so that they don’t need further clicks to complete the search. Here, Google wants the user to stay on the SERP without the need to search for dedicated websites.

The question that arises here is simple. What happens to website traffic? Ever since Google enabled the Zero Click Searches, many major websites have been experiencing a major drop in their website traffic. For instance, Merriam-Webster, one of the oldest online dictionary has seen a 70% drop in its website traffic since Google started showing synonyms on its SERP. In due time, other websites may also serve the same fate as Merriam-Webster as google focuses on its latest trick up the sleeve. 

As a consequence of the Zero Click Searches, organic search traffic has plateaued and will soon decline; which is the second major change. Currently, the Google SERP page is dominated by Ads, Featured Snippets and Top Stories, pushing organic search results further down. 

An average user will be mostly focusing on this top section before deciding that a brand with multiple mentions in these sections is likely to be an expert. As a result, the whole concept of being a top contender in your industry is now being decided by your space at the top of the Google SERP. 


The Key Takeaways

Following the discussion of the current trends on Google, Ali went on to explain how real companies and their businesses will be impacted by this change. He urged the audience to think about ways to tap into the top section of the Google Results page. 

For instance, if a brand is running ads, it is imperative that they are always live and running. At the same time, the importance of quality content in marketing has increased exponentially. Featured snippets stories and SEO requires content that is original, creative, consistent, keyword-optimized and constantly updated. 


With all that said, it is evident that brands have to redesign their entire search marketing strategies to be seen online and grow over time. This is where digital marketing experts from Be Unique can lend a hand. Equipped with the latest insights and knowledge, we constantly strive to deliver results that stand above client expectations.

 So whether you are an individual with a keen interest in digital marketing or own a business that needs the right direction, tune in for more exciting seminars at workshops from Be Unique Academy that will surely take you where you want to be- a leader in your industry.

Angela Soudi

Head of Hospitality

Angela Soudi is a visionary writer with 20+ years of experience in Sales and Marketing across Europe, Canada, and the Middle East. She is highly invested in actively contributing articles to pioneering hospitality platforms and websites.

Angela Soudi

Head of Hospitality
Social Media Management
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