Shaun Brown, SVP - Managing Dir & NA Shopper Marketing Discipline at Momentum Worldwide, Momentum Worldwide
As an increasing number of shoppers start their journey online, a calculated digital presence has become more important for brands. There are many things to get right, for instance a consistent experience across channels, targeting the highest value audiences, developing sales-driving creative—the seemingly never-ending list continues. It can be a challenge for marketers to know what to prioritize to get the greatest return on investment, yet there are certain investments that pay dividends in near perpetuity.
As the saying goes, showing up is half the battle. Search engine optimization (SEO) is a way for brands to reach new shoppers digitally while future-proofing their business against rising CPMs and paid customer acquisition costs. Outranking your competition in searches brings your brand to the forefront. SEO helps brands show up at critical touchpoints throughout the customer journey.
For enterprise-level brands, SEO across thousands or even millions of pages, multiple sites and keywords is complicated, and can also be time-consuming. Enterprise brands likely face stiff competition for the keywords for which they are most interested in showing up at the top of the organic search results.
And because the results of the work are not always immediate, organizations tend to underinvest in resources to earn more organic traffic.
As a greater number of searches have shifted to mobile devices, the functionality of SERPs has adapted to reflect that reality
Queue enterprise SEO technology.
Software helps brands deliver consistent, quantifiable outcomes from SEO. Technology enables small teams to deliver a meaningful impact. It increases productivity and decreases the time needed to see results.
With the right tech partners, brands can stay current on search engine algorithm changes, shortening the time they need to identify any declines in visibility and unlock new ways to capitalize on opportunities. As algorithms evolve to provide better experiences, the brands that adapt most quickly will be able to capture more organic traffic, and this means more shoppers being exposed to their brand.
Search engines are designed to get people to exactly what they’re looking for as quickly as possible. That’s why search engine results pages (SERPs) reward sites who deliver what they believe a user wants. Brands that leverage tech partners to determine how search behavior is changing are in the best position to optimize existing content, or build new content, that best serves the needs of shoppers. Technology helps track user behavior at scale and allows marketers to adjust their overarching SEO strategy to align with changing dynamics in shopping behavior.
As a greater number of searches have shifted to mobile devices, the functionality of SERPs has adapted to reflect that reality. Users are no longer met with a wall of text links. Instead, they are greeted with a more varied format of results. SERPs feature snippets, numbered lists, tables, local packs and more. We foresee that with advancements in mobile device capabilities, search engines will likely continue to move away from text-based results and rely more on immersive experiences.
SEO technology helps marketers quickly uncover gaps in their current content. And since search engines prioritize results that are the most valuable to their users, SEO tech is actually uncovering gaps in a brand’s value proposition to shoppers. Leveraging software, brands are capable of delivering a total brand experience. An experience that blends creativity, technology, strategy, insights and flawless execution will help keep brands top-of-mind with shoppers, and deliver a successful experience for shoppers and brands.