SEO Still Matters: How to Get Found Online Today

Did you know that businesses with a strong online presence see, on average, 28% higher revenue growth than those who don’t? That’s a staggering number, and it highlights the critical importance of and building a strong online presence. We publish case studies of successful PR campaigns, marketing strategies, and digital transformations to help businesses thrive. But are you truly maximizing your potential, or are you leaving money on the table?

73% of Online Experiences Begin with a Search Engine

According to recent data from HubSpot Research, nearly three-quarters of all online experiences start with a search engine query. Think about that for a second. If your business isn’t ranking well in search results, you’re essentially invisible to a massive portion of your potential customer base. This isn’t just about ranking for your company name; it’s about ranking for the keywords your target audience is using to find solutions like yours. We see this all the time. Companies pour money into social media, neglecting the foundation of search visibility.

Interpretation: Search engine optimization (SEO) remains a cornerstone of any successful digital marketing strategy. It’s not enough to just have a website; you need to ensure it’s easily discoverable by search engines like Google Ads, DuckDuckGo, and Bing. This requires a holistic approach that includes keyword research, on-page optimization, technical SEO, and link building. For a deeper dive, see our article on data-driven marketing strategies.

Video Drives a 157% Increase in Organic Traffic

A study by Statista found that websites with video content experience a whopping 157% increase in organic traffic from search engines. Video is no longer a “nice-to-have”; it’s a must-have. I had a client last year, a small law firm near the intersection of Peachtree and Lenox Roads here in Buckhead, who were hesitant to invest in video. They thought it was too expensive and time-consuming. But after we created a series of short, informative videos explaining different aspects of Georgia law (O.C.G.A. Section 9-11-67, for example, regarding offers of settlement), their website traffic skyrocketed, and they saw a significant increase in new client inquiries.

Interpretation: Video content is highly engaging and shareable, which can lead to increased website traffic, brand awareness, and ultimately, conversions. Consider creating videos that address common customer questions, showcase your products or services, or provide behind-the-scenes glimpses into your company culture. Don’t forget to optimize your videos for search engines by including relevant keywords in the title, description, and tags.

Email Marketing Still Boasts an ROI of 4200%

Despite all the hype around social media and newer marketing channels, email marketing remains a powerhouse, delivering an average return on investment (ROI) of 4200%, according to the IAB. Yes, you read that right. Forty-two hundred percent! People like to say email is dead, but that’s just wrong. What’s dead are lazy, unsegmented email blasts that provide no value to the recipient. We ran into this exact issue at my previous firm. We inherited a client who was sending the same generic email to their entire list, regardless of their interests or past purchases. Unsurprisingly, their open rates were abysmal. Once we implemented a targeted email marketing strategy, segmenting their list based on demographics, purchase history, and website behavior, their open rates soared, and their sales increased dramatically.

Interpretation: Email marketing is a highly effective way to nurture leads, build relationships with customers, and drive sales. To maximize your ROI, focus on building a high-quality email list, segmenting your audience, and creating personalized, relevant content. Automation tools can help you streamline your email marketing efforts and deliver the right message to the right person at the right time. Speaking of ROI, have you read our piece on how to boost your marketing ROI?

Social Media Engagement is Declining (Sort Of)

Okay, here’s where I’m going to disagree with the conventional wisdom. You often hear that social media engagement is declining, and, yes, some data suggests organic reach is down. But that doesn’t mean social media is dead. What it does mean is that the bar has been raised. Slapping up a blurry photo and a generic caption just isn’t going to cut it anymore. People are craving authentic, engaging content that provides value. Think interactive polls on Threads, behind-the-scenes stories on Meta, or short, informative videos on TikTok. It’s not about being everywhere; it’s about being strategic about where you spend your time and resources.

Interpretation: Social media remains a powerful tool for building brand awareness, engaging with your audience, and driving traffic to your website. However, success on social media requires a strategic approach that focuses on creating high-quality, engaging content that resonates with your target audience. Don’t be afraid to experiment with different content formats and platforms to see what works best for your business. For example, a local bakery might see more success posting daily specials to their Nextdoor neighborhood group than trying to “go viral” on a global platform. Understanding your audience is everything. And to truly succeed, target audience is key.

Case Study: “Project Phoenix” – A Local Restaurant’s Digital Transformation

Let’s look at a concrete example. Last year, we worked with “The Corner Bistro,” a struggling restaurant in the Virginia-Highland neighborhood. They had a decent menu but zero online presence. We called the project “Phoenix” because we wanted to help them rise from the ashes.

• Phase 1 (Month 1-2): Website overhaul. We built a mobile-friendly website with online ordering and integrated it with their POS system. We focused on local SEO, targeting keywords like “restaurants in Virginia-Highland” and “best patio dining Atlanta.”
• Phase 2 (Month 3-4): Social media revamp. We ditched the generic stock photos and started posting mouthwatering photos of their dishes, along with behind-the-scenes videos of the chefs preparing meals. We ran targeted ads on Meta to reach people within a 5-mile radius of the restaurant.
• Phase 3 (Month 5-6): Email marketing. We created a loyalty program and started sending out weekly emails with exclusive deals and promotions. We segmented the list based on dietary preferences (vegetarian, gluten-free, etc.).

Results: Within six months, The Corner Bistro saw a 150% increase in online orders, a 75% increase in website traffic, and a 40% increase in overall revenue. Their social media engagement skyrocketed, and they built a loyal following of local customers. The key was a holistic approach that combined SEO, social media, and email marketing to create a cohesive online presence.

Building a strong online presence isn’t about chasing the latest trends or throwing money at every new platform. It’s about understanding your target audience, creating valuable content, and implementing a strategic approach that aligns with your business goals. And it’s about understanding that Atlanta isn’t Silicon Valley. What works in one place won’t necessarily work here. It’s about knowing your neighborhood, knowing your customers.

Stop focusing on vanity metrics and start focusing on results. Implement one or two of these data-backed strategies this quarter. Then, rigorously track your results to understand what moves the needle. That’s how you transform your online presence from a cost center into a profit center. If you’re ready to take action, learn how to stop wasting time and start winning.