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I have seen a lot of “It’s the best time to invest in SEO!” chatter on the socials. The Rt value of that message is definitely >1 in this industry, and it is certainly in my interest to believe it. But is it true or just the usual self-serving rap boast by a profession that thinks itself the most gangsta in all of digital marketing? Oh sorry, that’s the affiliate marketers…
In 2008, at the height of the Vampire Squid craze, my consulting business grew by something like 25%. I was a solo practitioner at the time with a modest number of clients, so all it took was a few new ones to grow like that. I assume it was a good investment for our clients (some are actually still with us!), but is past performance an indication of the future?
We have certainly seen many clients pause their PPC campaigns. The ease of setting them up works in reverse after all. One of the reasons we have not as an agency embraced PPC is that it can make clients feel like you had your hand in their pocket every day.
But SEO is such a longer-term game than PPC, or even Social (which can require brands to spend time actually building some kind of relationship with customers), so why would companies that are furloughing and laying off employees invest in something that is not going to show immediate results?
I am not saying everyone should plow what’s left of their marketing funds into SEO. And rereading this, it does seem like I am a bit too proud of all them Benjamins flapping around back there. I don’t know whether or not SEO is recession proof.
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