Businesses that want to make search a top priority should understand the benefits of SEO, keep track of associated metrics, engage the right people and tools, and devote the necessary time and resources.
With digital adoption already well-established around the world and rapidly increasing during the pandemic, many marketers have found themselves investing more than ever on paid digital marketing platforms. Meanwhile, consumers and regulators have demanded more privacy from the big players in the digital advertising market, making it more difficult for marketers to precisely target audiences through paid channels – and quantify the success of their paid campaigns.
Marketers are becoming cognizant of the emerging opportunities for organic channels to play a larger and often more cost-effective role in their marketing campaigns as a counterbalance to this.
Marketers are looking at SEO more closely as a critical driver in their efforts to increase brand awareness and, eventually, increase online revenue via channels that don’t have the same level of fluctuating costs, fluctuating ROI, and rapidly evolving availability of performance metrics.
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Digital Marketing Success Requires a Search-First Mindset
As a marketer or business leader, adopting a search-first mindset has never been more critical. Consumers are turning to search engines more than ever before for answers to just about any issue they may have. Today, consumers have become accustomed to beginning their shopping experiences with a Google search, thanks to the significant surge in eCommerce activity during the pandemic.
Having a website that is designed to rank at the top of search engine results is a critical step for business success and should be a top priority for all businesses.
The SEO community has long lauded organic search as a marketing channel—and often criticized the lack of priority that search engine optimization receives from top management at companies. SEO might appear complex, slow, and inaccessible to marketers who have grown accustomed to the immediate metrics and instant gratification associated with paid campaigns. However, as digital paid channels become more crowded, more expensive, and less open with their data, it’s time for organizations to rethink SEO’s place in the marketing mix. When done correctly, SEO has the ability to lower consumer acquisition costs, raise awareness, and deliver a great return on investment in terms of conversions and online revenue.
Search-First Operations
It’s no longer sufficient for teams to focus on perfecting on-site and off-site SEO in silos. If the company does not already have a team or structures available to support a search-first strategy, they will have to make certain modifications to their business processes as a result of this SEO priority.
To truly succeed in SEO, marketing will require the platforms, people, and tools necessary to continuously evaluate and implement website improvements. Getting those aspects in place will, of course, necessitate buy-in from key business players. Having some clear, data-driven conversations with senior leadership is often the first step. When the C-suite comprehends how SEO can impact a variety of company KPIs – such as decreasing CAC, increasing awareness, and increasing revenue, to mention a few – they’re more likely to provide the support needed to incorporate organic search efforts into larger business plans and operations.
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Search-First Alignment in Digital Marketing
SEO can drive improvements across several key business goals, including lowering CAC, increasing conversions and organic traffic, increasing brand awareness and consideration, and ultimately helping to drive online revenue, if the right priorities, processes, people, and tools are in place to support a search-first approach.
Due to increased competition and poor performance in recent advances in paid channels such as social media advertising, attaining satisfactory outcomes with an acceptable ROI is unlikely to be achieved only through paid approaches. In today’s search-first age, bolstering overall marketing plans and brand objectives with a greater emphasis on organic search
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