Boosting Search First Marketing Efforts

According to recent reports, there are about three and a half billion Google searches being made every single day.

In fact, over 80 percent of people who use it tend to use Google at least three times every day, and half of all product searches start with popular search engines.

That means the way customers are engaging with brands and corporations is rapidly shifting.

Consumers have started changing the buying journey by using a tool that many people use multiple times per day.

That means companies have to invest in search to grow their sales and revenue.

Although the idea of digital transformation has become a lot more popular in recent times, in the wake of the pandemic and the new technologies of the last few years, the term has taken on a completely different form.

All of those changes have led to companies having to put more focus on the need to drive better digital experiences and better public relations results for their customers.

Most of the time, a company’s business website makes the first and the most lasting impression that consumers have of a brand, which means that these websites should be optimized.

Informing Executives

A company’s business website is a shared responsibility, which is why it requires strategic leadership. The first step is to take the time to educate the executives and others in the company in leadership positions, the board, and the rest of the company about it.

Everyone should also understand the organic KPIs so that they can be included in the overall business objectives.

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There’s a lot of research showing that effective SEO can impact low-cost acquisitions, which means search and organic traffic should be an essential investment for many businesses.

Put simply, the performance of a company’s business website shouldn’t be just seen as an SEO metric, but a business metric.

SEO Testing

Many companies have started to invest in automation tools that can streamline various tasks, and automation can also be useful in search-related efforts for the business.

In the last few years, companies have accessed a number of automation tools that can help streamline their SEO activities, but the key is to pick the tools that will align with the company’s overall goals.

When companies are able to improve and optimize their internal tools, processes, and teams around organic search, they end up increasing their odds of achieving long-term success in today’s search and discovery landscape.

SEO Team

Lastly, most of the data and insights that are generated by a company’s CEOs, as well as the tools they have, aren’t really utilized to their greatest potential.

That’s largely because most of the time, companies don’t see SEO as a priority. But if there are more people involved in the SEO process, more employees will note the impact it can have on a company’s performance.

That also means more people from every department will get a chance to contribute to the company’s digital visibility with their unique skills and perspectives.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.