For B2B marketers coping with the global health crisis, search engine optimization (SEO) is showing its strength, stability, and resiliency in many forms.
SEO has seen better performance and consistency than other marketing tactics during the pandemic, as we’ll explore with data from recent surveys and reports, and with more consumers than ever conducting business online and searching for best-answer solutions, many B2B marketers may find that the time is right to increase focus on SEO.
Here are five reasons why SEO is more important than ever for B2B marketers.
1 — SEO is Performing Better During the Health Crisis
63 percent of marketers believe SEO is more important during the pandemic, according to newly-released survey data.
Combined with the fact that during 2019 paid and organic search were the top performing online channels, as shown below, the increasing focus on SEO this year during the pandemic is understandable, as marketers turn towards the strongest and most stable tactics.
Conductor SEO Chart
SEO can also represent a lower-cost channel, which has led some 34 percent of marketers to say that they plan to invest more in less costly marketing channels such as SEO, according to the same survey.
Data from another recent survey found that 65 percent of advertisers believe the health crisis will result in more spending on media that is able to show direct sales outcomes, making SEO a natural choice for many marketers in both B2B and B2C industries.
Coronavirus Spending Shift Marketing Charts Image
Among U.S. marketers paid search garnered both the greatest rate of budget retention and the smallest expected spending decrease in a recent eMarketer survey, faring significantly better than display advertisements, paid social media, and digital video. While what will play out in the long term remains to be seen, initial survey results such as these point to continued opportunities in SEO-centric marketing efforts.
eMarketer Coronavirus Chart
This may be why Google has rolled out new SEO-related features to its Ads Editor that include a real-time optimization score, as the search giant seeks to improve one of the most-used ad tools, and why it has released a series of guides touting the benefits of SEO during the health crisis.
2 — SEO Helps as Pandemic Consumers Are Shopping Primarily Online
Both B2B and brick-and-mortar brands with shuttered physical locations during stay-at-home orders can benefit immensely from the benefits of SEO, as more business is moved online and more people are searching not only for goods and services, but for answers to new sets of questions brought about by the health crisis — questions your brand should be ready to answer in properly optimized content.
Marketer looking to create this type of optimized content can learn from our CEO Lee Odden, who asked 16 B2B experts for their top tips to optimize marketing performance in an article examining B2B marketing fitness.
As early reports have come in, both 工作职能邮件数据库B2B and B2C brands have seen increased website traffic figures during the pandemic, up 13 percent in March 2020 compared to February, according to HubSpot benchmark data.
HubSpot Coronavirus Chart
With more people visiting B2B websites, it’s never been more important to have online content that’s properly indexed, easily findable, and that swiftly answers customer questions. Providing best-answer content is a key part of SEO best-practices, as we’ve written about in the following articles:
How B2B Marketers Can Win at Search with Best Answer Content
The Science and Art of Best Answer B2B Marketing Content
Trust Factors: How Best Answer Content Fuels Brand Credibility
How A Best Answer Content Strategy Drives B2B Marketing Results
Power Pages and Best Answer Content: Should You Go Long or Short Form?
“With more people visiting B2B websites, it’s never been more important to have online content that’s properly indexed, easily findable, and that swiftly answers customer questions.” — Lane R. Ellis @lanerellisCLICK TO TWEET
3 — SEO Platforms Help Maximize Remote Worker Efficiencies
There are perhaps more SEO platforms available now than ever, built to help businesses achieve successful ongoing search campaigns. During the best of times, using some of the top platform tools adds efficiency to teams tasked with SEO implementation. During the remote work boom caused by the health crisis, using such tools can provide even more efficiency to B2B firms that are increasingly turning to SEO.
Finding the right SEO platforms has been an ongoing challenge for B2B firms, which is why we recently researched nine of the top platforms, including how leaders at each is handling the pandemic both in their professional and personal lives, in “Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms.”
Even before the coronavirus hit, longtime SEO industry consultant Aleyda Solis predicted that SEO would play a major role in 2020 for B2B marketers, as she outlined