Maximizing Organic Traffic: Is SEO Worth the Effort?

As a CMO with 12 years of SEO experience, I have some thoughts regarding the recent article "Google Click-Through Rates (CTRs) by Ranking Position in 2023," published by First Page Sage. Reading this article, I thought… well, is SEO really worth the time and effort to only get 18% of the organic traffic for that search term? Hmmm……. I thought as I sipped the morning brew and researched new methods for my trade skills. 

The CEO of Thryv Joe Walsh, once told me in a meeting that “...readers are leaders, don’t stop”, in response to his question - What are you reading now? I questioned as much as I read and wondered - am I wasting my and my team's time and my client’s money…, and should we focus on other, more pressing things? But then I read the article: Google Confirms: Quality Is Foremost Factor In Search Indexing, and I am reminded that, yes, Robots have not yet taken over, and organic search and quality content are still relevant. 

First, I emphasize the importance of SEO efforts regarding the number of clicks received by the second-place ranking. It's common knowledge that organic search results' click-through rate (CTR) drops significantly as we move down the list. However, it's essential to keep in mind that every click matters, particularly for small businesses, and that organic search rankings have a considerable impact on the likelihood of a user clicking through to a website, regardless of the position.

Therefore, dedicating time and effort to SEO strategies is a valuable investment for integrated marketing stategies. It helps businesses establish themselves in their respective industries, increasing brand awareness and targeting new customers.

Speaking of targeting new customers, let's talk about AI's role in accelerating SEO efforts by making them more targeted and efficient. With the right strategy, businesses can leverage AI to monitor ranking fluctuations, perform keyword research, analyze search data, and identify optimization opportunities.

This capability is critical because, for most businesses, the number of keywords they can target is unlimited. Furthermore, with search algorithms constantly in flux, AI ensures that businesses stay updated with the latest trends, ultimately driving more traffic to their website.

In fact, according to a research study conducted by Gartner, by 2022, the majority of customer engagement will be managed entirely autonomously by AI. So, embracing AI is paramount to ensure businesses stay competitive and on top of the search rankings. So that hasn’t totally happened yet, but we are well on our way with major platforms like HubSpot, Shopify, and WordPress announcing a vast and ever-increasing amount of AI-driven tools on their platforms in 2023. We “deal” with fully automated chatbots every day in 2023. So, as we look to 2024, Gartner might have been early but not wrong. 

Now, let's talk about how businesses can optimize their SEO by partnering with the right agency. According to a survey conducted by Search Engine Journal, close to 44% of companies outsource their SEO efforts.

Therefore, choosing the right SEO agency that aligns with your business goals and values and has a transparent approach to reporting activities and results is essential.

Consider the following factors when choosing an agency:

• Expert and up-to-date knowledge of SEO industry trends and best practices
• Experience in your industry
• Use of ethical and white hat tactics over black hat tactics
• Clear and concise communication on delivering timely reports and updates

As a CMO, I ensure the agency's SEO strategy and tactics balance short-term and long-term benefits and sustainable organic growth.

Additionally, the agency should understand and follow the best practices of the most popular digital marketing platforms, including Google, YouTube, Bing, and others.

SEO is a vital aspect of digital marketing that yields incredible results in driving business growth and building brand identity. AI can help businesses to stay ahead of the competition and achieve targeted traffic growth. It's essential to partner with an SEO agency that is transparent with its activities and reports and has a strategy that aligns with your business goals. So, invest time and resources into SEO efforts to elevate your brand to new heights in the digital world.

Understanding how Google Click-Through Rates work is crucial in driving organic traffic. AI can help accelerate SEO efforts, and choosing the right agency can significantly boost your SEO campaigns. Investing time, effort, and resources in SEO is worth the struggle, and businesses that do so will reap the rewards.

By partnering with the right SEO agency that understands your business, you can aim for organic traffic growth, return on investments, and revenue growth. To find out what a real SEO agency looks and feels like, Contact us for a free SEO audit, and let us show you how to increase your traffic.