State Of Organic Marketing In 2022: SEO Top Priorities – Search Engine Journal

Gain insights from Conductor’s survey on marketers’ top challenges and the organic strategies you’ll need to implement to gain influence.
By clicking the “Sign Up” button, I agree and accept the Content Agreement and Privacy Policy of Alpha Brand Media. Please check your inbox for our confirmation email.
Do you know where to focus your SEO efforts this year?
How has your organization been adapting to an ever-changing landscape of global events?
Wondering how other digital marketers are planning for success moving forward?
There are a lot of new changes and strategies in place for 2022.
Still, one thing remains constant across all organic marketing – providing the best digital experience for your audience.
On April 13, I moderated a sponsored webinar presented by Jenny Li, Conductor’s Product Marketing Manager, and Sara Tejelo, Market Research Analyst.
They presented Conductor’s survey results on marketers’ top challenges and how they expect to succeed in 2022.
From the data, they provided insights into which organic strategies you’ll need to implement to find the right focus areas and gain influence within your organization.
Here is a summary of the webinar. To access the entire presentation, complete the form.
Conductor surveyed over 350 marketers who hold responsibility for their brand’s website domains.
Respondents came from a combination of enterprise (>1,000 employees) and mid-market (500- 1,000 employees) companies.
They also segmented respondents based on their organic maturity stages.
[Learn how organic maturity is defined] Instantly access the webinar →
48-60% of organic teams experienced positive changes from budget to productivity.
Also, despite remote work, teams saw the biggest positive impact on productivity and the ability to achieve goals.
90% of companies with high organic maturity saw at least a 5% increase.
[See the data] Instantly access the webinar →
The next step is for decision-makers to better understand how SEO can drive revenue and brand awareness, plus recognize how vital it is to incorporate it into overall marketing strategies.
20% of respondents saw a significant increase in organic budget.
This is 7% higher than the same results for paid budget.
86% of organizations with high organic maturity expect their budgets to increase over the next 12 months.
Buy-in is crucial for unlocking SEO potential, so it’s best to consider how executives are being educated on SEO and organic marketing.
[See the data] Instantly access the webinar →
About three-fourths of respondents anticipate a positive shift in goals, productivity, headcount, and budget.
Marketers don’t have to keep fighting for organic marketing buy-in; more enterprises are starting to realize that.
Other teams from low-maturity organizations only collaborate with SEO professionals 32% of the time vs. 94% from high maturity organizations.
It’s evident why SEO requests take some time for these organizations.
[Find out how long SEO requests should take] Instantly access the webinar →
Successful organic marketing requires teams to be aligned around customer needs.
So, it’s essential to discover the bottlenecks, figure out how to get things done faster, and inform executives where they can help.
There are many opportunities for SEO to play a part across an organization, and it often just requires more education.
In-house organic efforts drove 12% more website traffic than fully-outsourced efforts.
No one has the same in-depth understanding of your business priorities as an enhanced in-house resource does.
[See the data] Instantly access the webinar →
Most mature companies report a more robust performance and use a fully-integrated SEO platform.
[Find out the other strategic channels] Instantly access the webinar →
Here’s the presentation:

Have big campaign goals but a small staff or budget?
Learn how to improve lead quality and campaign ROI using unique inbound marketing methods that are often missed in our next webinar on April 20 at 2 p.m. ET.
Image Credits
Featured Image: Paulo Bobita/Search Engine Journal
Get our daily newsletter from SEJ’s Founder Loren Baker about the latest news in the industry!
Heather has over 20 years of industry experience and is the Director of Marketing at Search Engine Journal. Having worked … [Read full bio]
Subscribe to our daily newsletter to get the latest industry news.