what happens to seo in a recession and how to prep with timestamps YoutubeScribe.com

[0:00] imagine the word recession to recession
[0:02] a recession right now what do you see
[0:05] they're down more than 16% so we were
[0:07] headed into this crisis stock markets
[0:09] plummeting job losses 6 million people
[0:12] apply for unemployment benefits overall
[0:15] sense of Doom and
[0:17] glue we all know this but have you
[0:20] thought about what happens to seos or
[0:22] search as an industry during a recession
[0:24] that's what we're exploring today but
[0:26] before we dive into SEO during economic
[0:28] downturns we need to address the 800 lb
[0:31] gorilla in the room what even is a
[0:34] recession so in simple terms a recession
[0:37] revolves around a country's economy now
[0:39] an economy is essentially a country's
[0:42] wealth and resources and I'm talking
[0:44] mainly about the goods and services it
[0:46] produces sells and consumes now when you
[0:49] add up all this production purchasing
[0:51] and consumption you end up with a number
[0:54] called GDP or gross domestic product
[0:57] when GDP goes up it's a good sign it's
[0:59] it shows that people are spending
[1:01] businesses are producing and overall the
[1:04] economy is working the way it should but
[1:07] what happens when GDP declines well it
[1:09] tells us that fewer people are spending
[1:11] producing and consuming and some
[1:14] economists believe that when this
[1:15] pattern continues for two consecutive
[1:18] quarters roughly 6 months the country is
[1:21] in a recession and these significant
[1:24] declines in GDP are also seen in real
[1:27] incomes high unemployment retail sales
[1:30] in industrial production basically bad
[1:33] stuff is happening now recessions aren't
[1:35] exactly as straightforward as this
[1:37] textbook definition and if we're being
[1:39] blunt most people don't care about this
[1:41] technical definition or other intangible
[1:44] things like an inverted yield curve what
[1:47] we care about as seos and digital
[1:49] marketers is how our jobs are impacted
[1:52] how hard our businesses will be hit and
[1:54] how the overall SEO industry will be
[1:56] impacted as a result of recession and
[1:59] while the an annoying answer like many
[2:01] answers in SEO is it depends the scary
[2:04] thing is that if you're not prepared
[2:06] before an economic downturn you could be
[2:09] in for a wild ride meet Connor Connor is
[2:14] or I should say was an SEO agency owner
[2:18] he started his business in 2018 and had
[2:20] a niche focus on SEO and content
[2:23] marketing for travel sites within a year
[2:25] and a half his company hit over seven
[2:27] figures in Revenue with just three
[2:29] employ employes life was good he was in
[2:32] a financially stable position so he
[2:34] proposed to his high school sweetheart
[2:36] they bought their first home together
[2:38] and he even had a little extra to retire
[2:40] his parents early he tripled down and
[2:42] went on a hiring frenzy and even opened
[2:44] a second office in Austin then March
[2:47] 2020 happened the co induced recession
[2:49] which essentially halted the global
[2:51] economy no one was spending producing or
[2:54] consuming any goods or services and
[2:56] travel was one of the if not the hardest
[2:59] hit industry so in the matter of a week
[3:02] Connor's entire clientele dropped his
[3:05] agency and with his back against the
[3:07] wall he was forced to let go of his
[3:09] employees and had to file for bankruptcy
[3:12] now despite the 2020 recession being the
[3:14] shortest in US history at just 2 months
[3:18] it was able to bankrupt companies and
[3:20] leave millions of people jobless anxious
[3:23] and stressed now Connor isn't real but
[3:26] the fact of the matter is that stories
[3:29] exactly like this happened to real
[3:31] people every single recession now while
[3:33] SEO is a multi-billion dollar industry
[3:36] recessions usually impact the actual
[3:38] business and the industries they're in
[3:41] and there's always winners and losers
[3:43] during economic downturns for example in
[3:45] the 2020 recession the travel industry
[3:47] was particularly hard hit because no one
[3:50] was allowed to travel during the Great
[3:52] Recession in 2007 to 2009 building
[3:55] materials real estate furniture and
[3:57] other durable goods got crushed and in
[4:00] the 2000.com bubble Tech took a huge hit
[4:04] now no matter which Industries our
[4:06] hardest hit marketing budgets are
[4:08] usually one of the first to get reduced
[4:10] or completely taken away when a
[4:12] recession is looming and unfortunately
[4:15] SEO budgets are among the first
[4:17] casualties now while it's understandable
[4:19] to cut budgets during economic downturns
[4:22] SEO budgets in my opinion should try and
[4:25] be preserved basically businesses need
[4:27] to continue getting leads and customer
[4:30] whether there's a recession or not and
[4:32] during economic downtimes they'll be
[4:34] particularly conscious of reducing the
[4:36] cost to get these leads and customers
[4:39] which makes sense thing is SEO is one of
[4:43] the highest Roi producing marketing
[4:45] strategies with an average Roi of
[4:49] 2200 according to Smart insights on top
[4:52] of that SEO leads also have an 8.5 Times
[4:55] Higher close rate than outbound leads
[4:58] making it much cheaper to generate
[5:00] quality leads now while that's amazing
[5:02] in all the downside to SEO and probably
[5:05] a big reason why it often gets cut
[5:08] quickly is that it takes time to rank
[5:10] takes time to get traffic and realize
[5:12] the results in your Revenue in fact in
[5:14] our study of over 2 million Pages we
[5:17] found that only 5.7% of pages ranked in
[5:20] the top 10 within a year so it's
[5:22] important that you and the leadership in
[5:24] your company understand and embrace the
[5:27] fact that SEO is a Marathon not a Sprint
[5:31] it takes time to build backlinks and
[5:32] rank high in Google but the benefits
[5:36] compound over time now as consumers
[5:38] we're also looking to cut costs during
[5:40] recession so instead of hiring
[5:42] contractors to build stuff at home we
[5:45] often choose the DIY route instead of
[5:47] going out for fancy dinners we look for
[5:49] recipes and cook at home and rather than
[5:52] going on expensive vacations we research
[5:54] local destinations and drive and you
[5:57] know where we find all this information
[5:59] for for free search historically search
[6:03] engine user growth has grown
[6:04] year-over-year for over 20 years in fact
[6:08] Google's Financial reports show
[6:10] significant financial growth during the
[6:11] Great Recession they more than doubled
[6:13] revenue from 2006 to 2008 and from 2008
[6:17] to 2010 Google grew on average by nearly
[6:20] 35% year-over-year and we're talking up
[6:23] a growth of around $8
[6:25] billion that means more people are
[6:28] looking for your products and service
[6:29] Services as they look for ways to solve
[6:31] problems and improve the quality of
[6:33] their life and while you may not convert
[6:35] as many visitors as you might during an
[6:37] economic expansion continued SEO efforts
[6:40] will attract more eyeballs to your
[6:42] content helping you build both Authority
[6:45] and share of mind so in my opinion
[6:48] abruptly halting your SEO efforts during
[6:50] a recession and hoping to pick up where
[6:52] you left off when the economy is in a
[6:54] better position probably isn't a smart
[6:57] move if we use the analogy of SEO as a
[6:59] marathon again stopping your SEO efforts
[7:02] is like taking a break at Mile 5 and
[7:04] watching your competitors Zoom past you
[7:07] and the same goes for search it'll
[7:09] continue to move on with or without you
[7:11] now since no one knows exactly when a
[7:14] recession will hit or the businesses
[7:16] that will be most impacted it's
[7:18] important you prepare well before a
[7:20] recession comes and preparation might
[7:22] look different depending on your
[7:24] position and your company for example if
[7:26] you're a business owner or marketing
[7:28] leader I highly recommend evaluating
[7:30] your existing marketing strategies and
[7:33] making sure you have costeffective
[7:35] organic marketing tactics in your
[7:37] overall strategy like SEO basically
[7:40] people are going to be spending less
[7:42] during recessions so generating the same
[7:45] row as during economic expansions will
[7:47] be tough but if you're already getting
[7:50] organic traffic to your site then
[7:52] pausing your PPC or CPM advertising
[7:54] campaigns won't be as painful because
[7:57] you'll still be getting free passive and
[7:59] consistent traffic through channels like
[8:01] search it's basically a hedge now if
[8:04] you're on the agency side then my advice
[8:06] to you is to diversify your clientele
[8:09] take the 2020 Co recession as an example
[8:11] if you're running an SEO agency with a
[8:13] niche focus on just the travel industry
[8:16] you could have very well lost your
[8:18] entire business in a matter of 2 months
[8:21] like Connor and if you're an in-house
[8:23] SEO it's important you clearly
[8:26] communicate the value of SEO to
[8:28] leadership and consistently deliver on
[8:30] those results otherwise it's likely to
[8:33] be one of the first parts of marketing
[8:35] to get cut when recession strikes now if
[8:38] history is any guide of what may be
[8:40] coming then I'm confident that SEO will
[8:43] farewell during the next recession now
[8:45] whether SEO Will Survive the rise of AI
[8:48] is a completely different story we have
[8:50] a video with our predictions on how SEO
[8:52] might change and what you should be
[8:54] preparing for so go and watch that
[8:57] consider subscribing and I'll see you in
[8:59] the next
[9:00] tutorial

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