How do you build a long-term search-driven marketing strategy?

“There are approximately three and a half billion Google searches performed every day,” said Craig Dunham, CEO of enterprise SEO platform Deepcrawl, at our recent MarTech conference. “According to a Moz study, 84% of people use Google at least three times a day, and about half of all product searches begin with Google. The way consumers interact with brands is changing, and it’s happening fast . »

He added, “Consumers begin their journey with the tool that many of us use hundreds of times a day. So the link to revenue becomes clear – it starts with research.

Source: Craig Dunham and Scott Brinker

The concept of digital transformation has been around for years, but it has taken on a whole new form as a result of recent societal changes. New technologies and the 2020 pandemic have led to “an increased focus on delivering the best digital experiences for our customers,” says Dunham.

A brand’s website is often the first and most lasting impression customers will have of your organization. Here are some strategic actions he recommends for marketers to ensure their online properties are optimized for the age of search.

“The website is a shared responsibility and requires appropriate strategic leadership,” Dunham said. “The first step is to take the time and educate yourself, your management, your board and your organization so that they promote organic KPIs more broadly as company-wide goals. .”

“There is excellent data on the impact of SEO effectiveness as a low-cost acquisition channel,” he added.

Source: Craig Dunham

In addition to sharing Google’s communication on the importance of search from a business perspective, marketers can seek out case studies from reputable organizations to encourage search prioritization. This can help superiors start looking at organic traffic as a key business metric.

“I was in a meeting recently and a digital leader told me that you know website performance shouldn’t be an SEO metric – it should be a business metric,” he said. declared.

Create a cross-functional search operations working group

“Much of the data and insights generated by CEOs and their tools today are rarely used to their full potential,” Dunham said. “Part of this is because SEO is not seen as a business priority. As a result, it has been siloed – involving teams from across the organization breaks down those silos.

The more team members are involved in the research process, the more impact they will see. People in every department will have more opportunities to help grow online visibility using their unique skills.

“We know that the companies that can implement these organization-wide search operations systems and practices – connecting a range of perspectives and ongoing search activities – will be the ones with a competitive advantage. “Dunham said.


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Apply SEO test automation

More and more brands are turning to automation tools to streamline tasks. According to Dunham, these solutions can also be used for research-related activities.

“Automation can be deployed well in web development processes,” Dunham said. “Until recently, this technology did not exist.”

Brands now have access to a wide variety of automation tools to streamline SEO-related tasks. The key is to choose solutions that align with your organization’s goals and give you full control over their deployment: “There are additional risk mechanisms that can be put in place to ensure you don’t release bad code that will cause significant traffic loss, ultimately leading to lower revenue on your critical web pages,” Dunham said.

If brands can optimize their internal process, teams, and tools around organic search, they will increase their chances of long-term success in the search-driven digital landscape.

Watch the full presentation from our MarTech conference below.

SEO Platforms: A Snapshot

What is SEO? Search engine optimization encompasses a wide range of marketing activities, including content marketing, user experience strategy, technical analysis, and more, all with the goal of increasing the traffic that sites Web receive from search engines.

What are the tools for? SEO platforms help marketers get more insights from their work. They offer features like rank checking, advanced keyword research, competitive intelligence, and backlink analysis. Additionally, enterprise platforms take these features to new heights with in-depth auditing and analysis of page performance, making it easy to find key areas for improvement.

Why we care. SEO has remained one of the key foundations of digital marketing for years. Search drives around 50% of website traffic on average, according to a study of SimilarWeb data by Growth Badger. And while marketers have developed strategies to keep up, the growing complexity of SEO has made it a more complicated marketing discipline that businesses can’t afford to ignore.

Read next: What do SEO platforms do and how do they help marketers get found on search engines?


About the Author

Corey Patterson is an editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

William L. Hart