By Jim Yu
Each year, SEO evolves to become a more sophisticated discipline. As marketers refine their skills sets, as search engines improve their search products, and as brands across industries continue to see the impact that organic search can have on their growth, search engine optimization has come from humble beginnings to become a recognized strategic field of marketing.
Organic Search Past & Present
Industries across the board benefitted from SEO in 2014, and there is no sign of this slowing down in 2015. According to this study by the National Retail Federation, search marketing – including SEO – was the most effective source for acquiring new customers in 2014 for 85 percent of online retailers.
Other data points last year showed that organic search was a key starting point for brands to put their products and services in front of the target customer. According to this data from Kenshoo, search is the starting point for the majority of people looking to book travel (58 percent of leisure travelers and 64 percent of business travelers).
In a study conducted by BrightEdge (my employer), we discovered organic search was the largest driver of traffic and revenue for almost every industry analyzed. For B2B marketers, organic search drives over 51% of traffic.
So, what can SEO practitioners do to keep the momentum going in the new year? Following are five areas in SEO that should be on every marketer’s list to master in 2015.
1. Map Strategy To Audience & Competitive Insights
Over the years, SEOs have become really good at understanding keyword intent and segmenting the marketing strategy to match intent.
With the loss of keyword data in Google Analytics, and the general progression of …read more