Search Engine Optimisation (SEO), preparing you for a world where content is king

Paid advertising has been a mainstay in digital marketing efforts. No surprise at all, seeing that it provides quick and tangible results. However, there are a couple of key reasons you shouldn’t place all your eggs in that basket.

Using SEO digital plans are built on more than paid advertising.

SEO creates brand equity that keeps on giving

While you are paying different platforms to get the word out for your brand, you are overlooking the goldmine you are sitting on - The opportunity for people to get to know you organically, in a way that is meaningful for your brand.

Taking control of SEO for your brand means that the effort you put into creating meaningful content and optimising your customers’ journeys simultaneously creates long-term brand equity that stays in your hands. As your brand equity increases and your relevance to customers grow, you’ll also find your paid advertising efforts becoming more optimised.

The death knell of the cookie has been sounded

After years of discussions, with privacy concerns becoming a hot button topic around the world, major tech players Google and Apple have made the decision to restrict third party cookies. While Google has since delayed their plans until 2023, Apple has already outlawed the use of unauthorized third party cookies on its web browser Safari and implemented opt-in only activity tracking for their devices.

This means that all the rich data that marketers have relied on for tracking and targeting could slowly slip out of our hands. Of course, both digital companies and the platforms themselves are devising ways to be able to keep using this data. However, what has been clearly spotlighted is that digital plans need to be built on more than advertising.

This is not to say that per per click and social advertising no longer works, it just means that strategies need to be more robust and focused on building foundations that can withstand the ever evolving digital landscape.

Start thinking about Search Engine Optimisation (SEO)

Despite how the digital landscape transforms, the one thing that has always remained true about the Internet is that it is where people turn to for information.

John Mueller (Senior Webmaster Trends Analyst, Google) has even mentioned in one of his famous Google Search Central Office Hours Hangouts that optimisation of content is one of the best ways to ensure websites stay relevant and reach customers.

Focusing on SEO helps ensure that your brand comes up in relevant searches and is given the opportunity to win over customers and in a world where content is king, we think now is definitely the time to start building up your content and SEO strategy.

by Nicolette Jenny Stewart