Digital transformation. It’s been a B2B and B2C buzzword for years. But what do chief marketing officers (CMOs) think about the state of digital transformation in 2021?
The COVID-19 pandemic and the global availability of high-speed internet has sparked unprecedented interest in digital transformation. According to Forrester, only 15% of companies prioritized digital transformation prior to 2020. But in 2021, Forrester predicts that every company will move technology into every part of their business.
To reveal what’s top-of-mind for CMOs and other C-suite executives, we examined search data and keyword trends from Conductor Explorer and Google Trends over the past. Read on to learn more about how businesses are approaching digital transformation today, and how topics like website migration, SEO, page speed, and web redesign figure into the equation.
Searches for digital transformation have risen steadily over the past five years and reached their peak in May and June of 2021. Four of the top five trending searches are informational in nature, showing that CMOs and other business leaders want to know more about specific transformation strategies and examples. There’s also a thirst for industry-specific insights in areas such as healthcare, information technology, and human resources.
Dovetailing off research we revealed in our recent B2B SaaS Industry Trends & Leaders in 2021 report, CMOs view digital transformation through the lens of improving the customer experience (CX).
Search volume data shows many companies seek online marketing solutions that can help solve all their marketing challenges at once and boost CX. Other businesses seek specific agencies and solutions for items like content marketing or social media.
Companies looking into SEO solutions are searching for ways to increase keyword rankings. Successful website migration can set a solid foundation for SEO.
Website migration is any event that significantly alters or revamps your website in areas that substantially affects its search engine visibility. Learn more about it in our website migration hub and resource center.
As companies evaluate their web performance, they’re exploring how website migration might help them improve their online presence post-pandemic. We’ve witnessed consistent 30% growth in search volume for website migration over the past four years. That upward trend continued with a 4% increase in website migration search volume from March 2020 – May 2021.
The most recent peaks came in January 2020 and then again in January 2021, which signals the start of the yearly budget planning cycle for many companies. We expect to see a similar increase in late 2021.
Website migration keyword trends show that CMOs and business executives want to learn more about the processes and plans for migrating from one web host to another. Amazon Web Services and GoDaddy had the largest increase in search demand for domain transfers to another account since March 2020.
A look at keyword trends shows a particular need for SEO services and support, with searches for “SEO expert services” increasing by 550% since March 2020. In focusing only on hiring-related terms from the Digital Marketing Job Trends analysis, we see a positive trend, with an increase of more than 7% from 2019 to 2020.
Searches for checking the status of a page’s site speed have increased across the board since March 2020. Trends show a whopping 1600% increase in searches for “best website speed test tools.” Branded searches show that companies want tools to learn which specific website pages need load speed improvements.
Keyword trends show companies seek varied options for website redesign and development. An 89% increase in “near me” searches show an interest in local solutions. Trends around “dublin web design” are interesting. While it’s a brand name of a specific agency, it also could show that U.S. companies want to outsource their web design to Ireland.
Download our full Trend Report: The State of Digital Transformation in 2021. Inside, we’ll reveal trends in overall search volume for website migration, SEO, page speed, and web redesign and development. You’ll also get additional keyword insights and analysis. Use the information to jumpstart your organization’s digital transformation today.