Why is it important for SEO to be first on the list of New Year’s decisions?

As someone who works in SEO, you can say that I am a little biased on this issue. Nevertheless, I am here to tell you (and beyond!) How important it is to focus on organic search for your 2022 strategy. In fact, I believe that your organic presence and SEO efforts will be more important in 2022 than ever before.

First, let’s look at some key statistics. In 2021, organic search will account for 53% of total Internet traffic. This pushes more organic searches to the bottom, despite several seismic changes in consumer behavior, the rise of mobile search, and dramatic changes in search engine results page (SERP) layouts, including local packages, knowledge charts, and selected fragments. Organic is still the channel that delivers the most traffic to websites by a wide margin.

This is not the only piece of information that proves the importance of focusing on SEO:

  • Organic search drives ten times more website traffic than organic social networks

  • Manages only 15% of traffic for a fee

  • About 26% of Internet users use non-organic ad blockers that affect paid campaigns

  • B2B and technology companies earn twice as much from organic products as other channels

But it’s not just about the levels of organically managed traffic – it’s not enough to appear organically on search engine results pages. And this is where SEO is included as a discipline, which is not only about increasing overall organic visibility through higher rankings, but also about being displayed differently on the SERP pages, as in the knowledge panel. SEOs are interested in being as visible as possible to important customer search queries throughout the marketing funnel to get more traffic and revenue for the business.

Data on click-through rates from the SERPs show how important SEO is. Does anyone go to the second page?

Studies show that the first five organic search results get the most clicks (about 70%). And the percentage drops sharply from the first to the fifth, the first position requires an average of 28-34% of clicks (depending on the design of the search results and the SERP features delivered for that search term), and the second position is between 15-17. % of clicks, about 11% of third clicks, and so on. – You take a picture.

Given all this, it is not surprising that in SEO we say that the content of the second page of Google is dead.

In summary, organic as a whole is part of the cake, and is likely to grow – and SEO is all about ensuring that your business gets a bigger share of this pie. This is crazy!

Most of our B2B and B2C audiences are online

In the last few years, there has been an increase in digital transformation due to the coronavirus pandemic. The use of the Internet has increased, with people using search engines to find what they are looking for. For example, combined search (organic and paid) in B2B now accounts for an average of 76% of total traffic. In a way, this has allowed some B2B businesses to rely on digital channels less and more than traditional marketing, such as exhibitions or events.

As we enter 2022 – still facing instability and uncertainty – it makes sense to invest in SEO, which will provide your business with long-term strength. Although SEO is not a ‘quick win’ and it can take months and years of effort to get results, it is relatively easy to maintain and build on these solid foundations once you reach a successful point.

This can be a sharp contrast to other tactics, such as PPC ads, to activate sales, where you have to consistently shift your budget from month to month to see any return on investment: the profits are lost when they are turned off.

However, this does not mean that paid media campaigns are also not an important tool for online success, especially campaigns designed to build long-term brand awareness. In fact, paid and organic search should go hand in hand – research shows that the integration of PPC and organic SEO efforts results in an average 25% increase in clicks and a 27% increase in revenue compared to isolated or disconnected efforts.

Therefore, it is important to create unified, multi-channel digital marketing strategies and not focus on any channel in isolation. Instead, savvy marketers will make SEO the foundation of their marketing strategies. Ignore SEO at your own risk for 2022 and beyond.

Charlotte Tomlinson, director of organic performance at Hallam.

Leave a Comment

%d bloggers like this: