Competition increases every year in online search but 2020 drove millions of businesses to make the online transition in order to cope with the challenges of Covid-19. The number of businesses fighting for search positions is growing all the time but the results page stays the same size.
In fact, you could argue the organic SEO opportunities are getting smaller as blue links are pushed further down the page by ads, featured snippets and rich results.
Combine this increased competition with the top-spot domination of major brands and the space left for smaller and growing businesses shrinks even further. So how can SEOs continue to find opportunities that carve out space for websites looking to climb the SERPs?
The answer lies in data – and lots of it
More specifically, recombinant data telegram number database sources information from multiple data sources to achieve a greater level of insights. By integrating dozens or hundreds of sources, you can build a more comprehensive picture of the search landscape.
For example, you might compile data from Google Trends, track organic keyword impressions, crawl the “People also ask” section, pull in related keyword volumes and track competitor rankings for all of the keywords/queries compiled in the report. By automating this process, you could identify emerging search trends, instantly pull up a list of related queries and check competitor rankings to identify new content opportunities and determine how much competition you’re facing.
In fact, this is one of the many ways we use recombinant data in our intelligent automation platform, Apollo Insights, to find new search opportunities for our customers.
4. Getting stakeholders on board with performative SEO
One challenge every SEO experiences is approaches to business management trying to keep stakeholders on board with what really matters in search optimisation. In many cases, stakeholders have no technical knowledge of SEO – and why should they?
In fact, it’s often worse when they do know a little bit about SEO and mistakenly think they have it all figured out from a few blog posts they read back in 2010. So, how do you explain to a stakeholder that there’s more to SEO in 2021 than simply cramming a few keywords into a weekly 500-word blog post?
Again, the answer lies in data but, this time, we’re talking about analytics and reporting that demonstrates the importance of performative SEO. You have to demonstrate the impact of signals like loading times upon search rankings and show how this affects the financial performance of the business.
Related content: Does your SEO reporting give you what you need?
You need a system in place that attributes b2b reviews lead capture, conversions and purchases to SEO campaigns. This is crucial for the modern consumer journey that can include hundreds of touchpoints if you’re going to show the value of content that captures leads but doesn’t necessarily convert them during the first session.
By demonstrating the wider impact SEO has on business success, you can show stakeholders the success of your current campaigns and open their eyes to the possibilities not yet being realised. You can encourage them to set realistic goals and allocate more budget to search campaigns by highlighting the performative aspects of SEO in hard numbers.
Every challenge opens new opportunities
If you look at the ever-growing list of SEO challenges, it’s easy to feel overwhelmed by the increased demands. However, every new challenge also opens up new opportunities and it’s worth remembering that every company and SEO faces the same challenges.
For example, every search marketer will have to analyse the upcoming Google changes, powered by MUM, to determine how the new experience impacts search habits, the keyword opportunities available and the touchpoints building up to meaningful action.
The key is to respond to these challenges quickly by analysing recombinant search data to find the new opportunities that emerge from changing search habits. Pinpoint these before your rivals and you can turn the latest search developments into gains while the competition is still trying to overcome them as challenges.
Need help with your SEO?
If you don’t have the data or SEO systems in place to run this kind of analysis, call us on 02392 830 281 or fill out the contact form and we can discuss your options with no obligation. You can also check out our SEO services to find out more about how we can help.