One of the most frequently asked questions we get is “what’s the best marketing tactic to pursue in a recession?” That’s after, of course, “wtf just happened?”
There’s no simple answer to either question, but SEO is a strong contender for the former.
If you’re looking to adjust your digital marketing based on this new environment, be sure to invest heavily in SEO. If you have the resources, it’s wise to invest aggressively in this tactic while the market is depressed so that you can win market share.
At its heart, SEO is simply about making it easy for search engines to match your product or service to customers who are looking for it online. People that are using a Search Engine already have high consideration or purchase intent so employing an SEO strategy to ensure your website is front and centre is vital to maintaining or gaining market share.
A strong SEO strategy should, over time, lead to high quality, increased web traffic and, most importantly, sales or leads. SEO is a long-term strategy that requires consistent investment over time to ensure your website is always following updated best practices and high rankings are maintained. As there is no advertising budget required, the cost of SEO is easy to manage as it is a set monthly fee.
SEO is a must-have in a marketers toolkit during a downturn. While SEO is not a ‘quick wins’ solution that you might think you need right now, it is one of the most important investments in your digital marketing mix. You will want to do the hard yards now so that your website is ranking highly when we emerge from this downturn.
A good SEO strategy requires time to be invested in researching target phrases and keywords, building landing pages, writing and optimising content, link building, and of course keeping up to date with the constantly changing Google algorithm. Doing this successfully takes a team of SEO experts which is why it’s one of the main digital marketing activities that is outsourced to agencies. It’s important to get it right because the rewards are great and the penalties handed out by the Search Engines for breaching guidelines or best practices can be devastating (ie, your website can be taken off Google completely).
However, all this effort is worth it because, if your strategy is solid, you’re likely to catch potential leads when they’re ready to buy. It’s much easier to convert someone who is ready to buy black underwear and has typed it into the browser than it is to find the cold lead and move them down the funnel.
What’s more, with SEO your traffic figures aren’t tied to an ad spend, but the relevance and authority of your content. Done well, it’s a natural extension of customer-centric business.
What results can I expect?
There are people out there promising that SEO will make your business 500% more profitable in mere minutes. That’s not true.
SEO is a long game and we’re in a new market environment.
While it’s true that SEO delivers, on average, a higher ROI than other digital marketing tactics, it’s important to remember that no single tactic is a panacea. Nothing exists in a vacuum, so it’s important to ensure you have a robust and diverse marketing plan, particularly while your SEO campaign ramps up.
Another important thing to note is that SEO will only deliver traffic to your website, once a consumer is on your site you’ve still got to make sure it’s super easy for them to find what they need and take the actions you want. This downturn provides you with the opportunity to start investing in SEO, review your customer journey and ensure the website experience is seamless. At Eight Clients we can assist you with this entire process and use our expertise to execute a strong SEO strategy and make data-led recommendations to ensure a great website experience.