Everyone knows that a recession can mean tough times. Seeing double-digit inflation and rising interest rates puts pressure on businesses and a squeeze on household spending. From this, we understandably see business owners rush to try and protect their company, usually by cutting costs wherever possible. For many, an SEO package might be an expense they do not question getting rid of however, it’s actually one of the most effective ways to boost your business.
Ultimately, whilst businesses look to reduce expenditure during recessions, they are also trying heavily to increase sales. SEO meets both of these needs. Affordable, efficient and ethical search engine optimisation is one of the more cost-effective means of marketing, providing insights and analytics into consumer behaviour in return. SEO is a long-term strategy; if you already have SEO, you will know that success does not always happen overnight, but it sure is a fantastic way to grow your business and brand awareness over time. Making quick decisions to cut costs where SEO is concerned can be damaging.
Here’s a rundown of why it’s so important to maintain SEO during a recession.
Organic clicks don’t have direct costs.
Whilst Adwords and PPC may seem to have a quicker impact when it comes to sales, having them up and running is costly. SEO aims to improve your search rankings organically. From link building to keywords and top-quality content, implementing an effective SEO strategy raises awareness and brand visibility, putting you in the best position possible and giving you the most opportunity for customers to find you.
Yes, SEO is not free. A lot of time, effort and money goes into creating a successful SEO campaign. Offering zero-cost clicks, SEO is a far more budget-friendly and long-lasting marketing solution – everything you need during a recession. Of course, you can reduce the amount of SEO to reduce the cost, but it is important to remember that anything taken down has to start again from scratch.
SEO to conversions.
During these times, it’s not just businesses looking to cut costs. Consumers reduce their spending and change their priorities, particularly for non-essential purchases. These shifts can mean a decrease in conversions and, therefore, profit. With this in mind, not keeping up with SEO only increases the chances your business will be affected by this.
During these times, it is helpful to make using your services as easy as possible. From expanding your SEO search terms to adding a call or buy now button to your home page or improving site speed, anything to make it a quicker and easier journey for the customer will help.
SEO is measurable.
A fantastic advantage of having SEO is that it is easy to monitor performance and results. Metrics and analytics can show the traffic to your site, keyword ranking and much more to allow you to know what works well and what areas need tending to.
It’s flexible.
SEO allows you to choose which customers you wish to target. Whether local or global, the target choice is invaluable during a recession. For smaller companies, appealing to local clients is the best option but for larger companies, reaching out to new audiences is the way to continue to grow in quieter periods.
The best chance of success.
Engaging in SEO means your business, customers and search engines benefit. Organic optimisation creates a level playing field for all businesses to compete. Those with a successful SEO strategy rise through the rankings, gaining more clicks and custom. Companies that do not often fall and see a decline in enquiries. Of course, you could cut prices and offer a flash sale, but how long can you sustain this? During a recession, offering products at low prices is not always the most beneficial option.
When used effectively, SEO can put you in the best position possible online. Raising you through the search rankings and making you visible to the online market is valuable at any time but, particularly during a recession.
Interested in knowing more about the benefits of SEO during a recession? Contact our team today to find out how we can help your business get found on Google.