Content Marketing SEO

10 Reasons Why You Can’t Put Off Organic Search

Here at Conductor, we are constantly amazed by the incredible ways our customers are driving traffic, conversions, and, ultimately, revenue with organic search. From New York Life to Ticketmaster, marketers across industries are leveraging search in amazing ways. However, we also spend a lot of time talking to people who aren’t fully convinced as to why organic search and SEO is important to their business.

Whether that’s a CMO considering whether to hire the company’s first SEO, or a practitioner struggling every day to get his company to recognize the opportunity of search, we do everything we can to help them see just how much opportunity there is for traffic, customer engagement, and, of course, revenue.

So, in that vein, we created our list of the Top 10 Reasons You Just Can’t Ignore Organic Search, no matter what business you’re in.

1. You can’t just buy an audience online anymore.

While 90% of digital marketing is spent on paid media, only 6% of online traffic comes from paid advertising. Your customers want organic content that actually solves the issues they’re facing and 64% of the time they turn to organic search to find it.

2. Losing traffic can happen – and you need to be prepared.

Major losses in web traffic can have a major impact on your bottom line. Just ask Expedia, who lost significant organic traffic and saw a 4% drop in their stock price as a result.

paid-search-vs-organic-search

3. Your current level of organic traffic isn’t guaranteed.

Your competitors are moving to take your traffic. Inaction will allow them to succeed. On the other hand, proactive action will give you the opportunity to take theirs.

4. Engaging new customers early in their buyer’s journey is key.

If your customers are consuming your competitor’s content early in their buyer’s journey — whether it’s because you don’t have any or it isn’t being found — you have an uphill battle to steal them back late in the sales cycle. They don’t understand your differentiation or have experience with your brand’s content.

5. Your content needs to be aligned to what customers are looking for.

You can rank #1 for “how to tie a tie.” But if your content is just a product page, potential customers are going to bounce to other sites that have content aligned to their intent.

6. Appearing high in search engine results is a vote of confidence for your brand.

Google punishes malicious and spammy websites. Appearing among the top organic results makes you more credible.

7. Search is a powerful tool for protecting your brand and IP.

SEO allows you to test out potential brand names, track copyright infringement, and locate unlicensed reproduction of your content across the web.

Google punishes malicious and spammy websites. Appearing among the top organic results makes you more credible.

8. Understand the language of your customer.

Search data can tell you how customers describe the challenges they are facing and solutions they are looking for. Use this data to craft effective messages; don’t just rely on what’s worked in the past.

9. Use limited content resources wisely.

Do you have great content not being found? Or do you have major gaps in content that need to be addressed? Organic search data can tell you.

10. SEO can reveal infrastructure issues hurting your website.

Trends in search results can uncover broken elements and areas for back-end improvement that are necessary for a good user experience.

Any great reasons we missed? Comment below with your reasons to not ignore organic search!

 

Convinced that organic search is necessary for your business? Check out this resource: Building a Web Presence Team from the Ground Up.

  • jkosineski

    #3 is so true – I hear all the time from people are satisfied with their rankings but when asked what they are doing to maintain/increase them they say they are happy so they are not doing anything to maintain them. Eventually it catches up with them as competitors start caring more about SEO and gain ranks.

  • Stephan Bajaio

    Agreed Julia. SEO is a zero sum game. Banking on yesterday’s traffic with the hopes that others aren’t making plans or executing to gain that same traffic isn’t a strategy, it’s a car crash waiting to happen. No time to rubber neck, keep validating your presence, building your content strategy, developing your keyword sets and taking actions. PS: Measure, Measure, Measure

  • Trista

    #4 is timeless. Early engagement is key. This is especially relevant given the introduction of our Content Mapping feature.

  • NYMediaExec

    #10 all day – a good SEO will QA their site and understand how users flow through/convert. 404 errors, site speed and mobile optimization are serious negative ranking factors right now – all of which have an impact on UX.

  • Mike

    Great point at #4 – Very important to build trust with your audience! #BrandLoyalty