Today I came across a good advice from Will Critchlow that remided me how important Search Engine Optimization really is. To investigate problem (investing in SEO) further I wanted to know if SEO is still as important as it used to be. The simplest way to find that out is to research how often does search keyword ‘SEO’ appear in google:
Based on the image above interest rate in SEO has risen substantially, maybe even more when first signs of recession and credit crisis have emerged. That said I guess people do recognize the importance of SEO in rough times and want to invest in their online presence,…but still be careful as investing in SEO is not the most important thing (in crisis) if your business is not based online.
Nevertheless here is what Will Critchlow said in his blog post:
The answer, according to research by McKinsey showed that:
The companies who increased their spend in a recession were the only ones whose profits rose substantially when the economy recovered.
McGraw-Hill found (when analysing the aftermath of the early ’80s) found:
The sales of companies who had kept advertising during the 81-82 recession had risen 256% over those who had not.
As Ciaran points out, this makes a compelling case for investing in PPC just now. I also think there is a strong argument for working hard at your natural SEO at times like these as well. When your competitors pull back, you get more chance to shine – and this can become a self-reinforcing authority phenomenon which stays with you into the good times.
Now, it’s unsurprising that the FT (and indeed, Ciaran and I) think that people should keep spending on marketing their businesses, but the wealth of independent research that the FT has gathered (and their own behaviour – they are continuing to invest heavily in promoting their own business) is pretty compelling in my opinion.
It is still a bit of self-promotion from him but reminds me that SEO is definately sth I would consider if I had enough money to beat the cash crisis:)