How to manage SEO campaigns during economic downturns - Search Engine Land

Economic downturns create uncertainty and changes in user behavior that impact markets and forecasts. They also affect the approach and resources allocated to marketing activities.

Because no two recessions are the same, marketers operate in uncharted waters every time it happens.

This article can help marketers manage SEO campaigns and show the value of their efforts despite a recession.

Doing business during a recession

Consumers will naturally reduce their spending during economic downtimes and establish more stringent priorities.

When sales decline, businesses begin to reduce expenses, lower prices and delay making new investments. Unfortunately, marketing expenditures are often the first to get cut. This approach to cost reduction is ineffective and should be avoided.

Clients often judge SEO and paid search as independent channels. SEO can be seen as “OK to turn off for a bit,” while a brand rests on its laurels on the assumption that the current performance won’t worsen during the downturn.

But SEO isn’t the only channel that may see issues here. In 2009, the entire U.S. ad market saw a decline of 13%. This was predominantly driven by radio and magazines, which saw declines of 22% and 18%, while “online” only declined by 2%.

The argument for not reducing spending

It might be a good idea to keep costs down when entering a recession. But if you fail to support brands or examine how your core customers’ needs evolve, you will likely jeopardize your medium to longer-term...

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