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Evolving Media
Chronicles
In Today’s Modern Business Marketing Strategies, Does SEO Matter?
Evolving Media CHRONICLES
by Jeff Poissant
In Today’s Modern Business Marketing Strategies, Does SEO Matter?
In an ever-evolving digital marketing landscape, businesses are constantly in an ever-changing race to seek ways:
- To enhance online presence,
- To attract new clients and generate leads,
- To improve market reach,
- To ultimately improve cash flow and sales.
Search engine optimization (SEO), an industry term, is believed to be a crucial component of any successful digital marketing strategy. However, with new marketing tactics and algorithms emerging, the question arises: Does SEO still hold the same importance in today’s marketing landscape?
At its core, SEO involves optimizing a website’s rankings to appear higher on a search engine’s first page (SERPs) by using relevant keywords and phrases. The goal is to increase visibility and drive organic traffic to a website. For years, businesses have invested significant time and resources into SEO efforts, recognizing its potential to generate leads and boost conversions.
A photo illustration of three beavers, facing in opposite directions, using iPhones, conducting a Google search in a web browser, to showcase SEO, with a 3D techno dynamic background. Illustration by Adobe Firefly.
Proponents of SEO argue that it remains an essential aspect of marketing strategies for several reasons:
- Visibility and Credibility: Studies indicate that most people who use a search engine rarely venture beyond the first page of search results. By ranking higher in search engine results pages (SERPs), businesses gain greater visibility and credibility in the eyes of potential customers.
- Cost-Effectiveness: Compared to paid advertising, SEO can offer a higher return on investment (ROI) over time. Once a website ranks top in a Google Search, its traffic is free, reducing long-term marketing costs.
- Targeted Traffic: SEO allows businesses to target specific demographics and audiences based on search intent. Companies can attract users actively seeking their products or services by optimizing content for relevant keywords, resulting in higher-quality traffic and leads.
- Long-Term Sustainability: Unlike specific marketing tactics that yield short-term results, the benefits of SEO can be long-lasting. While it may take time to climb the rankings, once achieved, maintaining a top position becomes easier with consistent effort.
Organic clicks accounted for 45.1% of all search result clicks in 2022
Out of the total search engine clicks on desktop devices, 45.1% came from organic clicks. This shows that users are more likely to trust organic search results than those that come from other sources, such as paid ads. By taking advantage of SEO, you can win more traffic.
To read more SEO statistics, please visit Forbes Advisor.
Despite these arguments, skeptics question the relevance of SEO in light of changing algorithms, evolving consumer behaviours, and the rise of alternative marketing channels. They argue that:
- Algorithm Updates: Search engine algorithms are constantly evolving to prioritize user experience and relevance. What worked in SEO yesterday may be ineffective today. SEO can be challenging and time-consuming, keeping up with algorithm updates and adapting strategies accordingly.
- Saturation and Competition: As more businesses recognize the importance of SEO, competition for top rankings intensifies. Niche markets may become oversaturated, making it increasingly difficult for new entrants to break through and rank competitively.
- Changing Consumer Behaviours: With the advent of social media, voice search, and other digital platforms, consumers are diversifying their online behaviours. Some argue that traditional SEO strategies are no longer effective when targeting these new avenues of discovery.
- Alternative Marketing Channels: Businesses increasingly explore alternative marketing channels such as social media marketing, influencer collaborations, and content partnerships. These channels offer unique opportunities to reach audiences directly without solely relying on search engine rankings.
While the debate over the relevance of SEO in modern marketing strategies continues, it’s evident that SEO still holds significant importance for businesses. However, it’s crucial to approach SEO as part of a comprehensive marketing mix and develop a strategy unique to your venture that incorporates various tactics to adapt to the ever-changing digital landscape. Ultimately, businesses should prioritize providing value to their audience while staying abreast of emerging trends and technologies to remain competitive in today’s dynamic marketplace.
Evolving Media Chronicles is our magazine celebrating a quarter of a century working with entrepreneurs, businesses, government and organizations of all sizes to promote products and services to an international clientele. Here, we offer an historical glimpse of completed assignments, highlighting elements of what was involved. We also discuss issues affecting business today and provide food for thought.
Evolving Media & Design Inc. is an investment. Anchored in tradition, evolving in the present, looking forward to the future.
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Articles written by Jeff Poissant, RGD
Senior Creative Director And Media Specialist
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