July 3, 2022

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A Marketing Strategy That Optimizes Search For A Transformed Digital Landscape

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Summit Ghimire is the founder of Outpace SEO agency. With 11 years of experience, his clients range from startups to Fortune 500 companies.

As new and developing technologies blend with the ever-evolving economic impact of the pandemic, the result is a greater focus on creating optimal digital experiences for customers. With that refined focus at the forefront, the long-lasting impact of a consumer’s first impression of a brand has never been more crucial. The effect these initial interactions can have on a consumer’s relationship with a business or brand drives home the increasingly vital question: Where do these critical moments occur?

The initial step in a consumer’s journey toward purchasing a product or service is frequently when they first interact with a brand’s website. First impressions are inherently difficult for people to make—it’s a tricky aspect of human life that we can all commiserate with. First impressions are also, by and large, long-lasting and difficult to alter long term. This reality is amplified for business owners, who must navigate first impressions at a much more frequent rate.

The Million-Dollar Truth

Once businesses have recognized the impact that a consumer’s first experience with a brand’s website will have—cementing a lasting impression—the follow-up question becomes clear: What was the driving force that led to this crucial moment between brand and consumer? The answer is that a massive portion of consumers begin their brand journey with the tool we all use throughout our days without a second thought: Google. Did you know that roughly 3.5 billion Google searches are made every day? Or that over 80% of people aged 13 to 21 use Google at least three times a day? The logical result is the million-dollar truth: A massive portion of product searches begin here.

What allows Google to consistently claim victory over peers such as Bing and Yahoo? With a search engine market share worldwide north of 86%, the skill with which Google operates is undeniable. Throughout its stratospheric rise, the company has focused on delivering detailed search results, in-depth analytics and evolving service offerings, including personalized search results.

Interwoven into the reality of Alphabet’s command presence is an equally dominant entity: Amazon. Over the last decade, Amazon has roared into an undeniable force. And as the world has navigated the fluid situation that has been the pandemic, Amazon has successfully adapted to the roller coaster experienced across the globe. The company has been able to grab the lion’s share of consumers choosing to utilize internet marketplaces as their starting-off point for online shopping.

How To Maximize Your Online Presence

With these staggering statistics in mind, a crucial truth comes into focus: Businesses have the power to maximize their online presence by optimizing search as their first marketing priority. When brands optimize their operations around organic search, including internal processes, teams and tools, achieving long-term success in a transformed digital landscape is far more likely.

This is a perspective shift that must begin at the top. Fostering a universal awareness of the essential role organic searches have is only truly effective in a meaningful and lasting way when all levels buy into it. A company’s leadership, board and organizational management must combine energies to promote the power of incorporating search optimization into their marketing strategy. Strategic leadership can recognize the value of SEO as a low-cost acquisition channel and adapt the company’s approach to include organic traffic as an important business metric.

When upper management implements overarching objectives that highlight the power of organic traffic, this fuels a unified emphasis on the strength of search prioritization throughout an organization. This adaptation is best spearheaded by a cross-functional task force designed to utilize SEO to its fullest potential.

All too often, data and insight generated within an organization are rarely used to their full potential, hindered by a lack of communication and interdepartmental malleability. Bringing in team members from a wide variety of teams and departments allows for not only a broader awareness of the power of SEO but the maximum utilization of a broad spectrum of unique skill sets. Interweaving the use of automation tools to streamline SEO-related tasks can boost the efficiency and effectiveness of the cross-functional task force, further developing an organization’s competitive advantage.

Building A Loyal Customer Base On A Foundation Of First Impressions

Amid the busyness of life that is 2022, attracting and securing consumers’ attention is a bit like knowing the path to safety in the middle of a thunderstorm, trying to communicate a critical message to strangers despite swirling challenges: You have to be heard and must be trusted. As a startup securing a footing in your industry, a high-quality digital experience and a long-term marketing strategy that optimizes search can make the difference in boosting your online presence.


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https://www.forbes.com/sites/forbesbusinesscouncil/2022/03/11/the-power-of-first-impressions-a-marketing-strategy-that-optimizes-search-for-a-transformed-digital-landscape/