Businesses are rapidly transitioning to digital – with the demand for SEO at its core. Here are some of the changes marketers must pay attention to.
The last six months have seen a climatic mix of chaos, uncertainty, empathy, challenge, and opportunity.
All over the world, companies have had to adjust operations.
They rapidly scale up or down, and rethink their entire business model as conditions continue to change.
1. The Traditional Customer Journey Is Changing in Many Industry Sectors of the Economy
Suppose you look at big B2B companies like Salesforce, Adobe, and IBM.
They historically relied heavily on trade shows and field-to-field meetings.
Now they are investing in online content for their websites to replace what customers would have gotten from offline events.
They are creating content and mechanisms for one-on-one online interactions so their account teams can connect with customers.
For example, practically overnight retail consumer questions about takeout menus, seating charts, and COVID policies have changed what customers are looking for.
Global companies are struggling to understand how they should adapt to a new normal and modify their content for different regions to address regional lockdowns and re-openings.
2. Narrowcast Marketing Fails in Times of Dynamic Change
Marketers that are looking at a narrow range of metrics are failing to capture important Business Intelligence (BI) to understand the full extent of market shifts to inform search strategy.
Analytics that look at a narrow range of metrics fail to grasp the extent of market shifts I have seen in search.
Typically, SEO platforms look only narrowly at trends.
That’s not enough to really see the scale and breadth of what is happening in search.
It’s essential to process massive amounts of data to see the full scope of changes happening across the whole search landscape.
3. What’s Past Is Not a Prologue
I’ve seen a significant shift away from over-reliance on historical trends during COVID. There’s a greater and more critical role today in the search and content space.
It’s critical to detect how markets and customer intent is changing massively and quickly.
SEO and digital marketers have to speed up their cadences when things are rapidly changing and the magnitudes of those changes are great.
Looking at data quarterly or even monthly can miss essential inflection points.
4. Big Trends Can Hide Important Things
Valuable insights – particularly in markets that have been hit hard by Covid-19, are found at a very granular level.
But it’s city-by-city changes, city-pair changes, and timing of regional lockdowns and local quarantine requirements that marketers need to be able to see.
Similarly, interest in regional flights is growing, whereas interest in international flights is down.
Marketers need to look at a granular level, find where the opportunities are, even in a market like travel that has been depressed.
5. Marketers Need to Seize Q4 Opportunity & Try New Approaches to Understand User Intent
What digital marketers and SEO professionals have long known is finally coming to fruition: online shopping is convenient and easy. Source Click here