As the world of search evolves and the SEO industry matures, marketers face both a ranking confront and a revenue opening.Not only have the search engine algorithms altered, but the consumer – and the digital and marketing mindset – has shifted.
The division of SERP results and convergence of search, social, and content marketing means marketers must become adaptive to new ways of measuring SEO and earned media performance.
Privacy and personalization have further fueled change. While search rankings still matter in relation to driving traffic to your website, it is essential to shift focus from not just rank but also to proceeds in order to adapt to new CMO imperatives – rank and revenue.
Rank
Anyone who uses SEO techniques to increase their whole search engine visibility and traffic should be measuring their results. However, there is a huge difference between what you measure (rank) and how you measure (revenue).
Every searcher uses different search queries to find what they're looking for. Since August last year, for some keywords Google has been helping SERPs with seven organic listings instead of the usual 10 listings.
In 2013, as Google rewards quality and relevancy to address better customer knowledge, there are many opportunities to rank across multiple search types, and in various formats to dominate the new Google SERP results across image, video, places, news, social and mobile results.
However, this disintegration of search results means that the consistency and certainty of measuring rankings becomes a huge challenge in itself as the efficacy of measuring rankings alone reduces. Personalized search has also meant that rankings are different from state to state and person to person with search results based on your ISP, search history and location. Take mobile as an example, rankings change via location, personalization, and type of device.
Personalized search results are also inclined by social signals. Bing integrates with Facebook, Google+ results show in SERP, Twitter activity informs search decisions and all these social indicators are heavily influencing search results.
Add to this the fast adoption and renewed interest in content, part cause and part consequence, of Google changes (Panda and Penguin). It is clear that SEO tactics, tools, and business processes have changed dramatically.
The SERP results are no longer soloed. People no longer consume media in silos and marketers can no longer run campaigns in silo have and rely on the inevitability of ranking alone.
Revenue and Earned Media
Marketers now also have an rising number of channels to understand and influence customers. Earned media initiatives can reach further than ever, enabling you to drive consciousness, demand, and revenue.
Rank, although an important metric – Google has over 200 "signals" or ranking factors rank – can become a puzzling and seemingly meaningless metric for the CMO who also needs to see revenue related to rank.
According to Forrester Research's report, "Mix Art and Science for Marketing Success" from January:
Marketing savings will be based on business outcomes rather than habits and power plays. Marketing spending has long been based on user use of media – or worse yet, simply on how budgets were allocated last year and the year before that. But unimaginable access to data and powerful technology make this old model obsolete.
The growth and meaning of enterprise SEO, and the fusion of search, content, and social media brings a great opportunity to scale our earned media and integrated marketed efforts.
For more visits: https://www.facebook.com/ContempoTechnologies
No comments:
Post a Comment