Marketing SEO

Why you should invest in SEO during a recession

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The recent year has been difficult for people, businesses, and the economy. It might be easy to avoid as much of the news as possible, but as a marketing decision-maker, you must be fearless.

Often, this takes the shape of attempting to maintain team morale and production levels, but it may also take the form of making critical decisions that could effect the future of your organization. And, of course, you want this to be a bright future.

That is why we are here to tell you: investing in SEO during a recession might be an excellent decision.

When firms confront a shaky global economy, it may seem logical to cut back on marketing spending, and in certain cases, this makes sense. However, not all are deserving of a reduction, and some may benefit from more investment (even if this is funneled from other areas).

We believe SEO is one of these areas, and here’s why.

Invest to keep up with your competitors

Just because you cut your SEO budget does not indicate that your rivals will.

That is one of the most compelling reasons to continue with your investment. Yes, you may need to alter your overall approach to account for changes in search behavior and user demands, but this does not imply you should abandon it totally.

The long-term consequences of cutting back on SEO investment might include a decline in visibility, rankings, traffic, and income. It may also imply a significant uphill climb to return to your pre-spend benchmark performance.

Those that use sponsored advertisements (and research shows that CMOs are allocating more of their marketing money to this area) may experience rising charges for pay-per-click ads on major search engines. This is because you will be competing for visitors that you cannot obtain organically, and this may be a hazardous and costly venture.

We like how Search Engine Journal explains it: “With organic SEO, you’re making a long-term investment in extending and enhancing your website.” New pages, articles, and blog entries will be available for as long as you require them.”

The same may be stated for technical SEO. Improving your site’s health today can assist to safeguard and improve ranks in search engine results pages, allowing for better user experiences and accessibility while also lowering customer acquisition expenses.

Attract people who may be browsing before buying

Some industries will be hurt harder than others during a recession, and much more so during a worldwide pandemic.

The travel sector is an excellent illustration of this. Many individuals cannot go right now for obvious reasons. Tour operators, airlines, and other vacation organizations may believe that cutting back on digital marketing spending is the best option.

This was predicted by iPullRank in March 2020: “However, each recession affects different markets differently, and it looks that the travel and transportation industries will be hurt the worst by the COVID-19 recession owing to societal restrictions and emergency procedures.”

But what about consumers seeking for flights for important business travel? Or the general populace, who is hoping for a vacation after the pandemic. Even if they are unable to purchase, consumers will still browse.

Remember that some individuals may be ready to buy, especially if they’ve raised their money during the epidemic, but they wish to arrange a vacation at a later period. Many prominent travel firms only provide dates through 2021 on their websites, so anyone looking ahead to 2022 may be losing out.

If you want to start planning for the future, having the correct SEO strategy in place is critical. Keyword research, on-page optimizations, technical SEO upgrades, and new content production will be critical.

You can give the people what they want

Certain industries, such as the media, will see an increase in demand during a recession. While certain topics will be less noteworthy right now (Broadway reviews, event listings, travel suggestions), others will be far more popular.

Many individuals have a love/hate relationship with the news and media, but they also attempt to prevent FOMO (fear of missing out), which involves understanding what is going on in the world.

If you are a publisher, this is an opportunity to get more articles in front of more people. Not only are there new forms to try (see our piece on SEO for Google Web Stories to learn more), but by offering consumers what they want in terms of content themes, you might increase your ad income significantly.

In the interim, keep in mind that user insights are extremely powerful, but so are the building pieces of your website that will be scanned and indexed. Having the correct SEO platform at your disposal is also a worthwhile investment in your overall SEO budget.

Our closing thoughts

“SEO is a continual operation that generates traffic over time.” It demands a constant technique.” That is what you will see mentioned on Business 2 Community, and we couldn’t agree more.

While halting SEO spending will not reverse all of your prior work – you will still preserve some of the onThepage adjustments you’ve done – you will not be making any forward progress. This is the crucial element, because SEO initiatives are large and involve several disciplines.

Because these disciplines are weighted to compliment one other, you may observe declines if you reduce or eliminate any (or all) SEO effort.

Before making any hasty judgments in the midst of a recession, it is critical to acquire as much facts as possible. Consider what rivals are doing, how the market may change in the future months, and whether there are expenses elsewhere in the firm that may be a safer bet for decreasing spend.

Author

Mario Grigorescu

Mario is a top Google-Certified Marketing Consultant, helping companies to implement a predictable marketing and advertising system to find the ideal strategy to put business at the top of Google. He is currently a leader in digital marketing, providing professional services for Google search engine optimization (SEO) and business locations in Google Maps (Local SEO), digital marketing consulting and web design optimized for mobile devices. He has an experience demonstrated by the business and recommendations of his clients, taking his ideas and turning them into successful online strategies.

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