George S. SEO Expert

What can SEO give to a business in a period of crisis

There is no single recommendation on which channels are uniquely effective in times of economic instability. But one thing is clear: to manage resources in such a period is as reasonable as possible, weighing all the pros and cons. Today we will look at SEO, a channel for attracting customers, which was not a priority for many businesses before. Let's analyze what exactly search engine optimization can give for business and what it doesn't, and we will prove that this direction should not be ignored anyway.

Contribution to solving other marketing tasks

Modern SEO is the work on the site as a whole. A SEO expert analyzes your site as a single product, which is why his recommendations often overlap with the tasks of Internet marketers and complement them.

Here, for example, are the points where synergy is possible.

Increasing brand trust

The client trusts the brand, provided that he receives an answer to his question almost immediately after going to the site. To do this, you do not need to buy advertising wherever possible, it is enough to make a high-quality page or website with information. This is where SEO can help.

Improving the quality of the audience

The main advantage of SEO is not that search engine optimization brings users to the site. The important thing is that in most cases a hot audience comes, and it is much easier to motivate such a user to take the necessary actions.

By the way, work on optimizing the usability of the site, its functionality and content, all those elements that can motivate the visitor, is also within the scope of the SEO expert's attention.

Opportunity to increase the reach of potential consumers

With proper SEO optimization, your site can stay at the top of search engines for quite a long time without additional costs. And if the company is always in the public eye, you have a much better chance of attracting new potential customers.

Promotion budget optimization

Contextual and targeted advertising have a lot of undeniable advantages. However, in paid advertising, the costs depend on various factors (far from only the season) and require constant work with advertising accounts and analytics.

The cost of SEO does not depend on the cost per click and other media metrics and this is an absolute pro. SEO can work within comparatively more modest budgets, and the optimization and work package as a whole is much more adaptive to financial constraints.

You get more than what you expect

Let's be honest: when agreeing on the list of requests for which you want to promote the site, commercial requests most often prevail, with the words buy, price, order, etc. And all the attention of the optimizer and you (as a customer) is directed precisely to how much traffic these phrases bring to you.

At the same time, SEO, with an integrated approach, gives positions and visibility along the large tail of low-frequency and mid-frequency queries, which are often beyond the attention of marketers. They may not be as visible in the reports in terms of traffic, but most often they are more converting.

For example, the phrase buy a washing machine is very attractive and seems to be the most popular for a potential buyer of a washing machine. But at the same time, the competition for it is huge. And the phrase buy a 5 kg Samsung washing machine with phone control seems unprofitable. However, if a person goes to a site with such a detailed request, the likelihood that he will make a purchase is much higher. After all, the buyer knows in detail what he needs and if you have this product and you can offer a competitive price and decent service, then ordering will not be long in coming.

You establish trust with your audience in an unobtrusive way

All netizens are tired of the constant visual noise created by ads. Services and sites seem to be practicing new and more sophisticated ways to get us to watch ads and go to sites. This annoys users, which is why they are forced to use ad blockers in browsers.

At the same time, the story, when a user is interested in solving a question and receives an answer to it, simply by getting to the site, which is in a good position in the search results, always plays into your hands and gives you “pluses in karma”.

You will get a loyal customer who is very likely to return to you again

The ability to attract an audience to offline points without huge investments and "old" methods.

The number of stores is so great that often visitors simply do not reach your pickup point or counter. And over the past few years, people are increasingly coming to online shopping.

What is left for offline stores to do in this situation? You can arrange promoters, put up an advertising stand, launch advertising on the radio. Or you can just promote the site with the help of SEO, give the necessary information to the client and, with the help of competent usability, show where and how to get the product offline. And in this case, working with search automation is easier and cheaper than fighting for buyers offline.

You can quietly take a large share of the market

A non-obvious point: a SEO-literate website allows you to systematically and over a long distance turn optimization from just a service into an important and voluminous part of a marketing strategy that allows you to gradually increase your market share. What is especially important even when the capacity of a niche has been determined for a long time, and it seems that it has nowhere to grow in principle, this is where you need to try to fight for percentage shares that cannot be taken faster and cheaper within other paid traffic channels.

What SEO can't give you right now

The list of "disadvantages" of SEO is always relevant. Here's what search engine optimization can't do for business:

Tangible income growth in a short time

The purpose of promoting a website or business on the Internet is to make money. This is logical and understandable, but by attracting visitors to the site, we cannot guarantee an increase in the average check and the number of purchases. Each person can have a lot of factors influencing the decision to purchase a product and service, and not all of them are subject to simple page optimization.

Quick result

The speed of obtaining results from SEO is influenced by many factors, objective and subjective: from changing the format of the issue to the conscientiousness of the SEO expert. But even in the case when all responsible persons work quickly and efficiently, the result is far from always given instantly, and for many business niches, a long wait is completely unprofitable, especially for a seasonal one.

Top search positions forever

It is worth understanding: search engine algorithms are constantly changing, and this happens suddenly. Let's say on May 26, Google announced a major change to its core search algorithm. This release was not announced anywhere in advance, which means that companies were only able to respond to the changed rules, but not adapt to Google in advance.

How did we react in this situation? First of all, we focused on the analytics of site indicators, intermediate screenings of positions, and studied how the relevance of pages for promoted queries changes. In general, we did everything so that the update would not affect the promotion of our clients' sites as a result, none of our projects suffered critical losses.

It is important to understand that your competitors also do not stand still and fight with you for the highest positions and traffic shares. It turns out that you need to evaluate the results at a distance, and even after obtaining the desired result, maintain it so as not to lose the initiative, and then move into the category of catching up.

With all this, it seems that the pros still greatly outweigh the cons, right?

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