Behaviors and needs of consumers change drastically, and this all depends on the economic climate at the moment. There is however one thing that usually remains consistent and that is: They always look to SEO to help them survive and thrive.
A lot of tech savvy businesses can capitalize on such an opportunity by recognizing such a shift, making a good turn, and adapting their content tactics to make sure such a need is fulfilled. This is why do businesses go for SEO insights are one of the best places to obtain the most up to date trends in consumer intent and behavior.
In comparison to typical expensive media, the conventional wisdom of limiting the marketing budget and that too for SEO especially, is a short sighted tactic. This will hurt the brand presence over the course of time.
THose who desire to be in position for growth during a recovery which inevitably enters a recession, then it is exactly a good time to invest in businesses go for SEO. Time to examine the importance of SEO across multiple economic situations:
Consumers are always searching online regardless of economic conditions
It is obvious that consumer behavior and needs can dramatically change based on incumbent economic conditions and climate. Yet they do not cease to exist, or vanish altogether all of a sudden.
Customers might have greater concerns about household budgets and can display a reduced business intent consequently. Tough economic conditions may force consumers out of the market. But they will return someday soon.
Lets understand the fact that sales is a cycle, and while some markets have a fall in demand, there are others which see a rise in demand. For some companies, this can be a time to learn, to plan and to even educate themselves on their options.
SEO is a long game where rules are subject to constant change
No one can simply put their businesses go for SEO efforts on hold and try to add call to action for more leads. And if some companies manage to do that, then they put themselves in a tough situation. Turning it back on will require them to do a lot of catch up and results in a lot of damage. With Google’s algorithms constantly changing and updating, the search engine strives to meet user needs in the best way possible.
Rather than cutting on it, tough economic times can help companies focus on and even invest in improving user experience, fix technical issues and speed up the website loading speed. These goals might seem to be of a lower priority for digital marketing especially when times had very good sales.
But at other times, these goals can make sense to reconsider ad spending because of the lower business intent in search from the target audience. In such a case, a portion of the budget can be reallocated for SEO, ensuring SEO intent data as well as channels like pay per click (PPC) are working quite well.
They should also focus on technical SEO as well as the website’s performance and customer website journey being as smooth as silk. Experiences matter a lot. They help companies convert opportunities they should not miss at any cost.
This can also be a very good time to audit existing content and find some chances to rank on various keyword terms. Here is how a more cohesive journey can be made:
- Content updates.
- Segregating content by topic.
- Gap identification.
- Updating calls to action.
Let us for instance consider the fact a company has published product reviews in the past; it is better that they visit them again. Google’s product review update aimed at targeting low-quality reviews. Also, it was released this year. Hence, it is more important now to ensure that content is now top-notch.
SEO can give victories in both short, medium, and long terms
A robust SEO program can form a strong basis for any company’s/brand’s online presence. It can also help the business entity stay agile and responsive to conditions which are changing quite rapidly. Economic uncertainty can call for quick action, especially in terms of effectiveness in marketing campaigns. This protects brands from external threats and even capitalize on new opportunities.
In such conditions, SEO data is important for keeping an eye on the market. Yet activating insights obtained from such data is a crucial step to take next. Here are some things to consider:
- It will not do the brand/company any good to know that market share is shrinking, and one kind of product is trending if they lack the resources for planning and executing campaigns around the product.
- Prioritizing SEO by making sure that a budget and executive support are present keeping both the resources and team in pole position to get everything done right.
People do remember the time when the COVID-19 pandemic sent much of the global economy into a lockdown. Consumers’ informational needs exploded and service delivery models were changed overnight.
Companies which were able to quickly update their Google Business Profile listings with incumbent working hours, availability of pickup facility from outlet, online ordering and delivery, and vice versa; were the ones who were real time first movers.
Regardless of whether markets are on a high or on a low, SEO team talents are required at most to look for new opportunities, countering immediate threats and laying the foundation for a much successful recovery.
Business intelligence in this matter is key to understanding the environment where people are working. This can help them obtain the needed market insights.
Organizations putting their SEO efforts on hold can damage the investments they’ve already made, and leave them catching up with more forward thinking competitors.
In comparison to other channels, it is cost effective and also drives incremental values across the whole business.