Why are marketers focusing on organic search as a core marketing channel in 2022?
People have adopted a search-first mindset in their daily lives, pulling up Google as their first resource for just about everything. Prioritizing website health, SEO, and organic search as a marketing channel helps businesses capitalize on our search-first age.
Additionally, many marketers have found themselves spending more than ever on online advertising. Meanwhile, consumers and legislators alike have been demanding more privacy from the major players in the digital advertising space, making it harder for marketers to accurately target audiences through paid channels—and harder for them to measure the performance of their paid campaigns. As a counterbalance to this, marketers are also becoming increasingly aware of the growing opportunities that exist for organic channels to play a larger (and often more cost-effective) role within their marketing strategies.
Note: This break-out chapter is part of our Ultimate Guide to Website Health. Get the full guide here!