SEO

How To Be Efficient With SEO Budget During Downtimes

Published

11 months ago

June 12, 2023

How To Be Efficient With SEO Budget During Downtimes

As SEO pros, we’ve been here before.

Flat times. Downtimes. Budget cuts. Challenges that impact our plans and what we need to get the job done.

In some ways, we can lean into the past for wisdom, as well as to find ways to be leaner and smarter with our strategies.

SEO isn’t immune to budget cuts in uncertain times (yes, I’m tired of that phrase, too).

Whether it is a recession, pandemic, or other local or global situation, a downturn can have an impact on marketing budgets and what we’re able to do for our organizations, brands, or clients.

Regardless of a downturn or other factors that impact SEO budgets, there are seven things to do when you’re faced with a smaller SEO budget that I want to share.

My sincere hope is that you don’t have to face that scenario, but if you do, leverage them to get the most out of what you have to work with.

1. Demand Analysis

The most important thing to understand if factors impacting budgets are tied to business and market conditions, is what the impacts are on demand.

If you’re on the brand side or are in an agency or consultancy that focuses on a single industry, you likely have some ideas.

However, if budgets are being reduced or cut for SEO, and you have to do less with more, you need to do some analysis to understand if demand is down overall for your product, service, or market.

Are fewer people searching? Are fewer going through the funnel or customer journey? Is there some new drop-off point that didn’t exist before?

2. Revisit Goals

Similar to demand analysis, you need to revisit goals more broadly. Even if the market is the same, if you’re receiving less budget or fewer resources to work with, you need to reset your own expectations – and those of stakeholders.

Can you do as much as you were before with fewer dollars? Can you work with fewer internal and external resources and still make SEO successful?

If you’re having to cut content, cut technical support, or even SEO research and strategy, even if the market demand hasn’t taken a hit, you can assume that the outputs and results won’t be the same.

Revisit your goals, communicate them, and make them as objective and tied to budget and resources as possible. If you’re being asked to do more on less, that’s ok, but know that going into it!

AI is a great tool right now that can help you do more with less, so leverage it where you can in smart and quality ways.

3. Narrow Digital Footprint

I hate this tip, but it is important. I’m typically all about more being better – if it is high quality. Whether that is content, features, functionality, or aspects of customer journey paths and funnels.

However, in lean times or on limited resources, you do need to limit your digital footprint.

Whether it is due to streamlining resources or your own focus and budgets, you have to scale back. If market demand is diminished, zero in on where people are still searching and have needs.

That could mean shortening your topic and keyword list to address the part of the funnel you want to be strong in or on the most profitable product or service offering.

With a narrower focus and fewer resources, you can also narrow your website resource needs.

Whether it is getting really detailed with a certain section, sub-section, subdomain, or microsite, you’re likely going to have to make some decisions and strategic and tactical choices you wouldn’t in abundant times.

You may not be able to optimize a full site, so get as narrow as you need to and focus your attention there.

4. Focus Resources

SEO is impossible to do as one person wearing all the hats, unless you’re in a unicorn situation. It requires resources like IT, web developers, UX, content writers, brand strategists, legal/compliance, and/or management approvals.

And I might be missing something from the above list!

Back in the day, when I started doing SEO in the mid-00s, I was able to do about 80% by myself. Now, for good reasons, much more collaboration is necessary.

However, when budgets get reduced, you have to be very focused on where the remaining money goes.

In some cases, you might have that dictated to you. However, if you still have enough control, you’re going to have to prioritize where you put the budget and deploy resources.

That means possibly prioritizing content over technical updates.

Or technical over UX. Or CRO over link building.

Be smart, utilize your updated strategy and goals, and deploy your resources in ways that don’t stretch you too thin.

5. Short-Term Focus

What can be gained in the short term? Your market conditions, goals, and the ultimate extent of how restrictive budgets are will help you dictate this.

Are you down to just a few dollars? Put it on the highest opportunity and priority items.

I know that sounds obvious, but SEO is big and complex. We’re prone to go down rabbit trails.

There are a lot of distractions. Stay disciplined, know what you need to do and achieve in the short term, and do your best to forget about the long-term items.

If you’re trying to keep the lights on, achieve ROI in the short term, and get through this season to see budgets increase again, go for things that have the best chance of short-term success.

That could mean local SEO, partnerships/affiliations with content, going bottom of the funnel in the keyword and content focus, or full SEO scope/scale but on a very short list of topics/terms.

6. Long-Term Focus

If you have the luxury of thinking about long-term strategy, or more likely, are hit by decreased demand but still have some SEO budget, then you can do things that will build for the future.

With a long-term focus and strategy, you can get ahead of competitors who are cutting budgets entirely or are focused on short-term thinking even if there’s no demand there.

I can speak from experience with clients in past downturns who we collaborated with even when their demand slowed down, choosing to invest in building longer-term plays that put them on top when demand picked back up.

Things to invest in if you have some budget, even when you don’t have the demand and want to be future thinking: website tech, infrastructure, the base of content, your thought leadership platform, and how you serve the full funnel as the authority in your industry.

If demand is down short term, I’m willing to bet that your competitors are taking their foot off the gas, giving you an opening to pass them and come out stronger on the other sid – if you’re not already in the top position across your key focus topics and terms.

7. Measure Efforts

Never stop measuring what is happening. You want to have your own set of performance data to objectify everything you can.

That means being able to draw correlations where you can between reductions in budgets, markets, and other resources and performance.

It will allow you to continue (or start) knowing the true impact of downturns, reductions in investment, and market factors on your SEO efforts now. It will also give you benchmark data for the future.

If you have past data from downturns or budget reductions, use that as guidance too!

Don’t do anything without projections, expectations, and measurement. Whether you’re in a publicly traded company or a small business, data is an objective that removes as much gray area as possible.

Conclusion

Again, I hate writing articles on this topic.

I’m a realist, though, and have personally seen the impact of economic conditions on my clients and ultimately impacting my agency in the past few months.

If you’re faced with a reduced budget for SEO, that’s better than no budget.

In fact, I’d fight for some level of budget and investment if you go back and read my “long-term focus” section above.

Regardless of your situation, I know it is tough. I’m there with you.

It can be hard mentally and physically. Stay strong, friend.

SEO is important, and by focusing on it, being objective with it, and doing what you’re able with the resources and opportunities you have, you can make it through and come out stronger on the other side.

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Featured Image: Ground Picture/Shutterstock

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Related Topics:budget Downtimes Efficient seo

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SEO

Google Rolls Out New ‘Web’ Filter For Search Results

Published

8 hours ago

May 15, 2024

Max

Google is introducing a filter that allows you to view only text-based webpages in search results.

The “Web” filter, rolling out globally over the next two days, addresses demand from searchers who prefer a stripped-down, simplified view of search results.

Danny Sullivan, Google’s Search Liaison, states in an announcement:

“We’ve added this after hearing from some that there are times when they’d prefer to just see links to web pages in their search results, such as if they’re looking for longer-form text documents, using a device with limited internet access, or those who just prefer text-based results shown separately from search features.”

We’ve added this after hearing from some that there are times when they’d prefer to just see links to web pages in their search results, such as if they’re looking for longer-form text documents, using a device with limited internet access, or those who just prefer text-based…

— Google SearchLiaison (@searchliaison) May 14, 2024

The new functionality is a throwback to when search results were more straightforward. Now, they often combine rich media like images, videos, and shopping ads alongside the traditional list of web links.

How It Works

On mobile devices, the “Web” filter will be displayed alongside other filter options like “Images” and “News.”

Screenshot from: twitter.com/GoogleSearchLiaison, May 2024.

If Google’s systems don’t automatically surface it based on the search query, desktop users may need to select “More” to access it.

1715727362 7 Google Rolls Out New Web Filter For Search Results

Screenshot from: twitter.com/GoogleSearchLiaison, May 2024.

More About Google Search Filters

Google’s search filters allow you to narrow results by type. The options displayed are dynamically generated based on your search query and what Google’s systems determine could be most relevant.

The “All Filters” option provides access to filters that are not shown automatically.

Alongside filters, Google also displays “Topics” – suggested related terms that can further refine or expand a user’s original query into new areas of exploration.

For more about Google’s search filters, see its official help page.

Featured Image: egaranugrah/Shutterstock

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SEO

Why Google Can’t Tell You About Every Ranking Drop

Published

1 day ago

May 14, 2024

Max

Why Google Can't Tell You About Every Ranking Drop

In a recent Twitter exchange, Google’s Search Liaison, Danny Sullivan, provided insight into how the search engine handles algorithmic spam actions and ranking drops.

The discussion was sparked by a website owner’s complaint about a significant traffic loss and the inability to request a manual review.

Sullivan clarified that a site could be affected by an algorithmic spam action or simply not ranking well due to other factors.

He emphasized that many sites experiencing ranking drops mistakenly attribute it to an algorithmic spam action when that may not be the case.

“I’ve looked at many sites where people have complained about losing rankings and decide they have a algorithmic spam action against them, but they don’t. “

Sullivan’s full statement will help you understand Google’s transparency challenges.

Additionally, he explains why the desire for manual review to override automated rankings may be misguided.

Two different things. A site could have an algorithmic spam action. A site could be not ranking well because other systems that *are not about spam* just don’t see it as helpful.

I’ve looked at many sites where people have complained about losing rankings and decide they have a…

— Google SearchLiaison (@searchliaison) May 13, 2024

Challenges In Transparency & Manual Intervention

Sullivan acknowledged the idea of providing more transparency in Search Console, potentially notifying site owners of algorithmic actions similar to manual actions.

However, he highlighted two key challenges:

Revealing algorithmic spam indicators could allow bad actors to game the system.
Algorithmic actions are not site-specific and cannot be manually lifted.

Sullivan expressed sympathy for the frustration of not knowing the cause of a traffic drop and the inability to communicate with someone about it.

However, he cautioned against the desire for a manual intervention to override the automated systems’ rankings.

Sullivan states:

“…you don’t really want to think “Oh, I just wish I had a manual action, that would be so much easier.” You really don’t want your individual site coming the attention of our spam analysts. First, it’s not like manual actions are somehow instantly processed. Second, it’s just something we know about a site going forward, especially if it says it has change but hasn’t really.”

Determining Content Helpfulness & Reliability

Moving beyond spam, Sullivan discussed various systems that assess the helpfulness, usefulness, and reliability of individual content and sites.

He acknowledged that these systems are imperfect and some high-quality sites may not be recognized as well as they should be.

“Some of them ranking really well. But they’ve moved down a bit in small positions enough that the traffic drop is notable. They assume they have fundamental issues but don’t, really — which is why we added a whole section about this to our debugging traffic drops page.”

Sullivan revealed ongoing discussions about providing more indicators in Search Console to help creators understand their content’s performance.

“Another thing I’ve been discussing, and I’m not alone in this, is could we do more in Search Console to show some of these indicators. This is all challenging similar to all the stuff I said about spam, about how not wanting to let the systems get gamed, and also how there’s then no button we would push that’s like “actually more useful than our automated systems think — rank it better!” But maybe there’s a way we can find to share more, in a way that helps everyone and coupled with better guidance, would help creators.”

Advocacy For Small Publishers & Positive Progress

In response to a suggestion from Brandon Saltalamacchia, founder of RetroDodo, about manually reviewing “good” sites and providing guidance, Sullivan shared his thoughts on potential solutions.

He mentioned exploring ideas such as self-declaration through structured data for small publishers and learning from that information to make positive changes.

“I have some thoughts I’ve been exploring and proposing on what we might do with small publishers and self-declaring with structured data and how we might learn from that and use that in various ways. Which is getting way ahead of myself and the usual no promises but yes, I think and hope for ways to move ahead more positively.”

Sullivan said he can’t make promises or implement changes overnight, but he expressed hope for finding ways to move forward positively.

Featured Image: Tero Vesalainen/Shutterstock

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SEO

56 Google Search Statistics to Bookmark for 2024

Published

2 days ago

May 13, 2024

Entireweb News Bot

56 Google Search Statistics to Bookmark for 2024

If you’re curious about the state of Google search in 2024, look no further.

Each year we pick, vet, and categorize a list of up-to-date statistics to give you insights from trusted sources on Google search trends.

Google has a web index of “about 400 billion documents”. (The Capitol Forum)
Google’s search index is over 100 million gigabytes in size. (Google)
There are an estimated 3.5 billion searches on Google each day. (Internet Live Stats)
61.5% of desktop searches and 34.4% of mobile searches result in no clicks. (SparkToro)
15% of all Google searches have never been searched before. (Google)
94.74% of keywords get 10 monthly searches or fewer. (Ahrefs)
The most searched keyword in the US and globally is “YouTube,” and youtube.com gets the most traffic from Google. (Ahrefs)
96.55% of all pages get zero search traffic from Google. (Ahrefs)
50-65% of all number-one spots are dominated by featured snippets. (Authority Hacker)
Reddit is the most popular domain for product review queries. (Detailed)

Google is the most used search engine in the world, with a mobile market share of 95.32% and a desktop market share of 81.95%. (Statista)
Google.com generated 84.2 billion visits a month in 2023. (Statista)
Google generated $307.4 billion in revenue in 2023. (Alphabet Investor Relations)
63.41% of all US web traffic referrals come from Google. (SparkToro)
92.96% of global traffic comes from Google Search, Google Images, and Google Maps. (SparkToro)
Only 49% of Gen Z women use Google as their search engine. The rest use TikTok. (Search Engine Land)

58.67% of all website traffic worldwide comes from mobile phones. (Statista)
57% of local search queries are submitted using a mobile device or tablet. (ReviewTrackers)
51% of smartphone users have discovered a new company or product when conducting a search on their smartphones. (Think With Google)
54% of smartphone users search for business hours, and 53% search for directions to local stores. (Think With Google)
18% of local searches on smartphones lead to a purchase within a day vs. 7% of non-local searches. (Think With Google)
56% of in-store shoppers used their smartphones to shop or research items while they were in-store. (Think With Google)
60% of smartphone users have contacted a business directly using the search results (e.g., “click to call” option). (Think With Google)
63.6% of consumers say they are likely to check reviews on Google before visiting a business location. (ReviewTrackers)
88% of consumers would use a business that replies to all of its reviews. (BrightLocal)
Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps. (Google)
Customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Business Profile. (Google)
76% of people who search on their smartphones for something nearby visit a business within a day. (Think With Google)
28% of searches for something nearby result in a purchase. (Think With Google)
Mobile searches for “store open near me” (such as, “grocery store open near me” have grown by over 250% in the last two years. (Think With Google)

People use Google Lens for 12 billion visual searches a month. (Google)
50% of online shoppers say images helped them decide what to buy. (Think With Google)
There are an estimated 136 billion indexed images on Google Image Search. (Photutorial)
15.8% of Google SERPs show images. (Moz)
People click on 3D images almost 50% more than static ones. (Google)

More than 800 million people use Google Discover monthly to stay updated on their interests. (Google)
46% of Google Discover URLs are news sites, 44% e-commerce, 7% entertainment, and 2% travel. (Search Engine Journal)
Even though news sites accounted for under 50% of Google Discover URLs, they received 99% of Discover clicks. (Search Engine Journal)
Most Google Discover URLs only receive traffic for three to four days, with most of that traffic occurring one to two days after publishing. (Search Engine Journal)
The clickthrough rate (CTR) for Google Discover is 11%. (Search Engine Journal)

91.45% of search volumes in Google Ads Keyword Planner are overestimates. (Ahrefs)
For every $1 a business spends on Google Ads, they receive $8 in profit through Google Search and Ads. (Google)
Google removed 5.5 billion ads, suspended 12.7 million advertiser accounts, restricted over 6.9 billion ads, and restricted ads from showing up on 2.1 billion publisher pages in 2023. (Google)
The average shopping click-through rate (CTR) across all industries is 0.86% for Google Ads. (Wordstream)
The average shopping cost per click (CPC) across all industries is $0.66 for Google Ads. (Wordstream)
The average shopping conversion rate (CVR) across all industries is 1.91% for Google Ads. (Wordstream)

58% of consumers ages 25-34 use voice search daily. (UpCity)
16% of people use voice search for local “near me” searches. (UpCity)
67% of consumers say they’re very likely to use voice search when seeking information. (UpCity)
Active users of the Google Assistant grew 4X over the past year, as of 2019. (Think With Google)
Google Assistant hit 1 billion app installs. (Android Police)

AI-generated answers from SGE were available for 91% of entertainment queries but only 17% of healthcare queries. (Statista)
The AI-generated answers in Google’s Search Generative Experience (SGE) do not match any links from the top 10 Google organic search results 93.8% of the time. (Search Engine Journal)
Google displays a Search Generative element for 86.8% of all search queries. (Authoritas)
62% of generative links came from sources outside the top 10 ranking organic domains. Only 20.1% of generative URLs directly match an organic URL ranking on page one. (Authoritas)
70% of SEOs said that they were worried about the impact of SGE on organic search (Aira)