A Roadmap to build a long-term, search-first marketing strategy

 According to a marketing expert, "approximately three and a half billion Google searches are made every day." "According to Moz data, 84 percent of people use Google at least three times each day, and Google is the starting point for roughly half of all product searches. The way people interact with brands is changing, and it's changing quickly."

The concept of digital transformation has been around for a long time, but it has taken on a whole new meaning as a result of recent societal changes. According to Dunham, new technologies and the pandemic of 2020 have resulted in a "greater focus on the need to provide optimal digital experiences for our clients."

The website of a company is sometimes the first and most lasting impression that customers will have of it. Here are some strategic activities he suggests marketers take to guarantee their online sites are search-first optimized.

Educate your team member about your Marketing initiatives

The website is a team effort that necessitates strong strategic direction. The first step is to educate yourself, your leadership, your board, and your company so that organic KPIs are more widely promoted as business-wide goals."

"There's a lot of information out there on the effectiveness of SEO as a low-cost acquisition method.

Marketers can look for case studies from credible firms to drive search prioritizing, in addition to sharing Google's communication on the value of search from a business viewpoint. Higher-ups may be able to recognize organic traffic as an important business metric as a result of this.

 cross-functional search ops task force

CEOs and their tools generate a lot of data and insight, but it's rarely used to its full potential. "Part of the reason for this is that SEO isn't recognised as a commercial priority." As a result, it's become isolated; bringing in teams from all throughout the company helps to break down those barriers."

The more team members who are active in the search process, the greater influence they will see. Each department's employees will have more opportunities to contribute to increasing online presence by utilising their individual skillsets.

Use automation tools to streamline tasks

To streamline activities, more and more businesses are turning to automation systems. These solutions, according to Dunham, can also be employed for search-related tasks. Brands may now use a number of automation solutions to help them automate SEO-related processes. The key is to select solutions that are aligned with your company's objectives and provide you complete control over their implementation: "There are other risk controls that can be put in place to ensure you don't release faulty code that causes huge traffic losses and eventually lowers revenue across your essential web pages," Dunham added.

Brands will have a better chance of long-term success in the search-first digital landscape if they can optimize their internal processes, people, and tools around organic search.