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This story originally appeared on Under30CEO.com.
For more than a decade, search engine optimization (Search Engine Optimization) has been praised by many The most effective digital marketing strategy outside. This claim has always been a matter of debate, but it has become even more important in modern times when the SEO landscape has evolved dramatically.
Can we definitively say that SEO is still the best digital marketing strategy? Or are there other channels and tactics that exceeded it?
The problem is determining the “best” strategy.
This is a difficult question to answer in any objective capacity, for several reasons:
- industry differences. For starters, the effectiveness of different digital marketing strategies fluctuates depending on the industry and business in which they are used. For example, Search Engine Optimization (SEO) tends to be very effective for law firms, but may not be effective for a small physical retail store. While any business with a website can benefit from SEO, there is no denying that it is a more effective strategy for some businesses than others. Because of this, we can say right away that SEO is not necessarily the best digital marketing strategy for every company.
- Performance scale difference. How do we determine the best digital marketing strategy? Depending on who you ask, you’ll probably hear the names of several different performance metrics. Is it about generating traffic? Transfers? Brand vision? All of the above? Again, this is very personal.
- Nuances of strategic implementation. The effectiveness of SEO also depends on the person implementing it. For example, someone who picks bad keyword targets, builds spam links, and develops questionable content will inevitably be disappointed with their SEO performance. They will not claim that it is the best digital marketing strategy available.
Related: A new study shows that nearly 3 out of 4 marketing professionals use AI to create content
How has search engine optimization changed?
Search Engine Optimization (SEO) has changed significantly in the past few years, which is why we need to re-evaluate it. These are just some of the high points:
- More competition. In the 2000s, SEO was a somewhat obscure strategy that few digital marketers had ever heard of. Today, even people outside of the marketing discourse community are fully aware of this. This has led to an exponential increase in competition, which makes it more difficult for everyone to implement the strategy effectively.
- More stringent quality standards. Most people in the SEO community are familiar with the Google EAT Guidelines for Content Quality, Expertise Prestige, Credibility, and Trustworthiness. In addition to Add another E for experienceGoogle has stepped up its quality assessment efforts and cracked down on questionable content and link building practices. Again, this made successful SEO planning more difficult.
- More resources and tools. In some ways, search engine optimization (SEO) just got easier. There are more resources and tools than ever before, making it easy to involve even the amateur in this digital marketing strategy.
- the site. SEO practitioners have invested heavily in more local efforts, optimizing local keywords and serving local audiences. Local searches are becoming more popular and more powerful in terms of visibility, which is a great way to avoid national competitors.
- Reliance on user data. Searches have also become more personalized, with search results fluctuating based on the individual User data. This made the average user’s search experience more unpredictable, although it made search results more relevant to average users.
Competitive digital marketing strategies
SEO is still valuable. There is no doubt about that. The question is, are they more valuable than strategies like social media marketing, email marketing, influencer marketingAnd pay-per-click (PPC) advertising? This comparison is difficult to make because each strategy has its own strengths and weaknesses, as well as the use cases for which it is best.
Why is SEO still near the top?
However, we can reasonably conclude that SEO is still near the top if not the best overall digital marketing strategy. For three main reasons:
- Low barriers to entry. It’s relatively easy to get started with SEO. Most website builders optimize your website for search engine crawlers by default, getting started with SEO is free or inexpensive, and there are countless tools available to make it easier to plan and implement your strategy.
- Strategic flexibility. There is more than one way to practice SEO. In fact, there is practically unlimited strategic flexibility here. No matter what your goals are, or what challenges lie ahead, there is a way forward.
- Incredible return on investment. return on investment (ROI) It is often considered the “gold standard” for measuring digital marketing effectiveness. SEO, on average, has an impressively high return on investment, thanks to its low costs and virtually endless potential benefits.
Related: How to build a go-to-market strategy that prevents risk
Search engine optimization (SEO) isn’t what it was a few years ago, and it certainly isn’t what it was a decade ago. We didn’t expect it to be like that. Although it has gone through many changes, and practitioners must regularly improve their strategies to keep up with the latest changes, SEO remains a dominant force in the world of marketing.
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