But there are paths to success during these apprehensive times. One of those routes is to build and cultivate trust. Research by the Pew Research Center shows that during the pandemic, people have maintained trust in certain institutions, especially those they feel closest to: local school systems and state and local governments.
What’s the marketing takeaway here? Well, it’s imperative for brands to build trust with their customers as they reinvent themselves in this unprecedented year. A focus on search engine optimization (SEO) is part of a solid marketing strategy that can help build a strong trust infrastructure. SEO is also uniquely gambling data russia suited to the current climate because it reaches digital customers who may be sheltering at home and doesn’t require an onerous budget commitment. Put another way, potential customers are and will continue to be at home, searching, and ranking there isn’t as costly as other areas of marketing.
SEO strategy, a consensus among marketing professionals
The belief that SEO is a critical strategy for 2020 is shared by most marketers . A recent report from Conductor ( via Search Engine Journal ) revealed that 63% of marketers believe SEO will become more important as the country—the United States—continues to deal with Covid-19.
There is also an acknowledgement of the challenges ahead : 86% of marketers feel their goals will be harder to achieve in the remainder of 2020. Tellingly, marketers who expect to face greater difficulties see SEO as a useful countermeasure.
How trust and SEO go hand in hand?
Trustworthiness is at the very core of SEO . When a potential customer conducts a search, they’re looking for information they can trust. It’s their expectation that their search results will be accurate and reliable. That’s why Google introduced its EAT quality rating guidelines , ensuring that content is expert, authoritative, and trustworthy .
When you rank high in search results , you show potential customers that you are a trusted source of information. Consumers want brands they can trust, and research has shown that trust is an emotion and an important factor for customers who purchase from certain brands. When you invest in SEO, you are committing to sharing useful, authenticated content.
Do you need help with your SEO strategy? Request a flash audit of your site's content today and start improving your positioning.
A smart investment in uncertain times
Perhaps one of the biggest reasons SEO is standing out this year is that people have long viewed it as one of the smartest marketing investments you can make. A report from BrightEdge ( via Search Engine Journal ) states that over 40% of revenue comes from organic traffic. That means just under half of your earnings can come from organic visitors to your website, most of whom are directed there thanks to SEO ranking . Maintaining strong search rankings is critical to maintaining a stable financial position.
It’s also worth noting that SEO is an investment that can pay dividends for a long time to come. While you’ll always need to put resources into your search rankings and content, ranking isn’t directly tied to a gusher of capital that can be turned on and off the same way you would with a PPC strategy. Finding ways to make your marketing budget go further is essential in 2020 , especially since 65% of marketers expect a decrease in said budget.
« Surfing the wave » with an SEO strategy
What should be clear is that using SEO helps a business build a solid foundation rooted in reliability that also delivers a long-term return on investment . As the challenges of this year have shown, the best way to flow with uncertainty is to have options around the business to maintain a steady flow of visitors to your website, regardless of immediate resources.
SEO is a critical part of setting these options up to protect you from tough times. The BrightEdge report also reveals that 51% of all website traffic comes from organic search. With a solid SEO strategy, you can maintain website traffic even if you’re forced to temporarily cut your marketing budget. Because that’s one of the great things about SEO: it works every time.
Maintaining organic traffic is always important , but if you're facing turbulent waters, it can be a lifeline in the midst of the storm. For all these reasons, marketers do well to double down on a solid SEO strategy to keep us immune for the rest of this year and prepare for any future adversities.
Now it's your turn
Building trust through relevant content that helps your potential customers search can make the difference between selling more or closing the deal. Whether or not we are in the middle of a crisis, the invitation is to do so by placing your buyer persona at the center.
