It’s time CEOs gave SEO the attention it deserves – here’s why
CEOs probably know from their marketing departments that paid techniques are only one branch of their digital marketing efforts. In fact, digital marketing tactics are constantly evolving based on new technological trends, regulations and audience preferences. With digital marketing evolving faster than ever, business leaders risk relying on tactics that are no longer relevant in today’s digital landscape.
About the Author
Craig Dunham is the CEO of Deepcrawl.
For example, in recent years, paid social advertising has become more expensive while its effectiveness has declined. This is in part due to an oversaturated market, with established social channels as the primary marketing focus during the pandemic. In today’s research-driven world, CEOs need to recognize that organic search is a more viable and cost-effective option for customer acquisition, delivering long-term benefits to their company’s digital presence – and recognize the role SEO plays in the success of that.
Most marketing teams are good at onsite SEO. They understand the need to optimize content and consider keywords to create stronger engagement online. However, with recent search engine updates, technical SEO and website health have become increasingly important drivers in organic search. Yet these factors are still often overlooked as necessary elements in marketing and conversion strategies. This oversight can be tackled with a dedicated SEO service, but it’s all too common for SEO teams to operate in silos and not be integrated into the core business. This creates a disjunction between technical and marketing efforts, which in turn hinders the effectiveness of website functions.
With the growing influence of technical SEO on search marketing efforts, managing SEO teams in silos is the wrong approach. To get the most out of their online businesses, CEOs should consider SEO and website health when making marketing, business, and strategic decisions. Simply put, multiple departments will have a role to play in SEO success, so it needs to be a collaborative effort that is built into business processes from within C suite.
So what is technical SEO?
To understand how organic search can be leveraged for meaningful income results, CEOs need to be familiar with the basics of technical SEO and its influence on Search Engine Results Pages (SERPs). In short, technical SEO governs the overall search engine ranking, performance (speed) and user experience (UX) of a website. Naturally, Google wants its browser to be used as much as possible, which is why it promotes websites that provide a great user experience. Typically, this means that fast-paced websites with great content and well-thought-out navigation rank higher.
Without technical SEO, a website’s appearance can be great, but the crucial base under the content will not benefit UX and ultimately affect website authority and search rankings. Google ranks websites by crawling their pages and reading site code to understand its value and context. For example, when an image accompanies the content of the site, Google must be informed of the contextual relevance of the image. This is possible by describing it in the hidden “alt text” code. Moreover, to enjoy the user experience, these images should also be compressed to save loading time. These technical SEO factors show Google that a website is suited for fast browsing while also telling Google which search terms are best suited for the page.
While paid advertising can deliver more rewarding results instantly, those results are only temporarily magnified. Organic methods gain in terms of longevity. After the paid campaign ends, the results also stop. In addition, the advertising costs paid generally increase in proportion to the volume of traffic acquired. With technical SEO, every improvement you make will create a more effective website in the future. These results extend beyond the lifespan of a paid campaign and have a relatively fixed cost that is decoupled from the volume of traffic acquired. When a page ranks higher in search results, it receives more traffic and lowers customer acquisition cost (CAC).
Why data is important for better research results
SEO best practices change regularly as Google and other search engines are constantly updating their algorithms. So it’s crucial to know how these updates will affect your search results and how your business website performs against the new ranking criteria. Collecting data on how your websites (and those of your competitors) are performing and how people find and experience them is imperative if you want to ensure search success for your business in the future. .
While recent tech trends have focused on big data and the compilation of huge volumes of variable data points, a 2020 study by a research firm IDC revealed that 68% of the data collected is never used. The shift from widespread mass data collection to BigOps, where data collection is automated across all enterprise touchpoints to provide real-time analytics, shows how big data can be used more effectively. Companies that use BigOps to refine SearchOps – the same automated processes applied to site search and optimization – will be in a better position to measure data.
Putting in place solid and well-thought-out website data tools, automation and operations allows the C suite to better understand the role of SEO specialists and boost their effectiveness by ensuring that all internal teams have real-time, easy-to-understand information on website performance and the impact it has on everything from customer acquisition to revenue. Giving your teams cutting edge technical SEO tools can help drive efficiency and cross-functional collaboration across multiple teams and ultimately make a real difference to your website’s performance and bottom line.
The importance of SEO platforms and how to choose the right one
While CEOs can sign budgets to invest in content SEO and technical SEO SaaS platforms like Deepcrawl, they will rarely know much about how these tools are used. But there is a real benefit to understanding the basics of what these tools provide.
SEO tools can provide in-depth information on exactly how and why your website is getting the search results it gets. These platforms can be an integral part of identifying and remedying underperforming pages and can provide comprehensive knowledge of website performance that will benefit multiple departments. Having a shared source of knowledge and data will help teams work together with greater cohesion. With the growing importance of technical SEO elements in the overall health and performance of the site, SEO tools can help your web developers, UX designers, and marketing departments work in alignment from a single source to improve. their collaborative processes and improve your overall SEO investment return. and website performance.
Additionally, providing your team with a proper SEO SaaS platform can increase team efficiency and free up time for your staff, as many of the best SEO tools have automation that saves time and money. reduce the need for laborious manual checks of website code and architecture. With automation tools, search engine optimization best practices are incorporated and regularly updated to match the ever-changing ranking criteria we discussed above. Finding the right SaaS platform for technical SEO can help your business get the search results your brand needs to stay ahead of customers and prospects, helping your internal teams align with goals that often risk being inefficiently isolated in individual departments. .
Thrive in an early age of research
We are in an early age of research. Today, we start nearly all of our personal and business queries on Google, and brands that reach the top of search results are better positioned to turn customer intent into brand awareness and sales. While paid ads can provide a temporary boost, organic search offers longer-term, more profitable rewards. Meeting your customers where they are (and aligning your brand with the needs they are trying to meet in their online research) has never been more important for businesses looking to build credibility, authority, and revenue.
With research established as a key driver for multiple business functions, CEOs have a lot to gain from understanding SEO and being aware of the tools that exist to deliver knowledge, efficiency, and collaborative improvements to their employees. teams. Investing time and effort in building a strong SearchOps initiative within your business and identifying the right technical SEO platform can provide valuable insight to everyone in the C suite and empower teams to your organization to be successful in the research age.
CEOs have a deep understanding of the broader business ambitions and overall strategies which will all be influenced to some extent by research results. Our digital world is changing rapidly and our choices as consumers are more search engine driven than ever before – with declining returns on investment in the digital advertising space, learning about the world of search provides a valuable benefit to long term.
If you want to improve the search engine optimization of your website or business, check out our summary of best SEO tools