Marketers and advertisers rely heavily on online paid media due to its ability to track and retarget customers via cookies. Google’s announcement that it would be moving away from cookies and eliminating this tracking method by 2024 has made the viability of the strategy questionable.
In addition to the reality of cookieless media, other factors have now exacerbated the uncertainty surrounding paid media. To stay ahead of the ever-changing consumer preferences and strict data privacy regulations, brands must have marketing teams that can quickly navigate these challenges.
This uncertainty can prevent marketing teams from making quick decisions, which could put brands at a disadvantage if they do not have alternatives to Google Cookies in place.
In addition, with CPMs continuing to increase, increasing budgets for paid searches will result in a lower ROI. While increasing budgets for paid search has been successful in the past due to the rise of AI technology and the unstable economy, this solution will no longer produce the same predictable results.
To maintain and grow customer trust, brands must continue to build their brand’s presence.
What is the result? The result? Marketing and advertising departments will have to reevaluate their advertising budgets and find new ways to attract and target their core audiences.
What is the obvious answer? Focus on organic search marketing.
It is also easier to implement than you might think.
The return on investment is also three times greater than that of traditional advertising campaigns.
Organic search marketing allows brands to establish deeper connections with their audience by showing a genuine presence in the everyday lives of consumers, which fosters trust and loyalty.
Organic Search Is King
The new age of search isn’t just on the horizon; it’s already here. It allows for faster optimizations, quantifiable returns, greater brand trust, improved efficiency, and increased brand authority.
Organic search is a powerful tool for advertisers and marketers. Especially during economic times, those who focus on paid media can expect to see a higher return than those who only use paid advertising.
As the use of third-party data decreases, it’s time to reconsider how brands approach their marketing and advertising budgets.
By reallocating your budget and embracing an “and/both” mentality instead of the outdated “either/or” belief, you will help your teams to be more educated.
Instead of relying on outdated strategies that rely primarily upon keywords, teams could consider creating contextually rich and high-quality content.
Others will take your place if you don’t. Botify’s study revealed that 51% of UK and US consumers said that they trust a brand more if it ranks highly in organic or natural search results. Nearly 50% of respondents from both markets said that they also preferred brands appearing in the top 5 search results.
We also found in the same study that more than a third of respondents from both markets would change their search terms if they weren’t satisfied with the results.
Those findings indicate the critical need to ensure that a brand’s content is featured in top search results–organically.
Organizations that reallocate some of their budgets for advertising to organic search see both short and long-term results. This helps build and maintain brand authority.
Organic search is a crucial pillar in search strategies. Not only does it allow brands to track customer behavior in real-time, but it also allows them the flexibility to make changes when needed in order to meet their customers at any stage of the search journey.
This ultimately helps boost brand recognition and generate more revenue.
The Evolution of 21st-Century Organic Search
Organic search, which is the secret sauce behind organic search, is the foundation for a better brand’s authority.
Here are 3 of the top reasons why the new age of organic search has arrived:
- The organic search optimizations are now done automatically. Search behavior is changing faster than ever. Before, engineering teams could respond manually to organic search optimizations. However, this tactic no longer suffices to achieve the visibility needed to stay competitive. It can take only a few days for brands to get insights into how successful or not your website is.
- Search engine optimization can produce revenue faster than ever before (sometimes within weeks!) ). To stay at the top of their game, brands must optimize in real time. To achieve this, organic search teams need to rely on AI, automation, and other tools to scale efficiently. This will free up the team to focus their brainpower on more important tasks.
- The organic search optimizations are now able to be evaluated as any other performance marketing channel. There are a variety of platforms and tools that marketers and sales teams can use to track essential KPIs such as conversions, ranking on the page, and time spent viewing a page.