Watch out for misleading anti-SEO studies that can negatively impact your marketing tactics
In March 2024, a study conducted by SparkToro and Datos was released, revealing insights about where users spent their time online and where traffic referrals originated from. The study has gained significant attention, with over 250,000 people having viewed it since its release.
The study seemed to suggest that focusing on SEO was not a reasonable move and that marketers should instead invest in social media and other sources of influence that their target audience pays attention to. However, upon closer examination, it became apparent that the insights from the study were misleading.
The founder of SparkToro, Rand Fishkin, wrote an article clarifying his stance on SEO, stating that marketers should focus on the sources of influence that their audience pays attention to. While this may seem like a valid argument, it’s important to question whether this approach truly works.
One example that raises doubts about the effectiveness of excluding SEO and focusing solely on social media is SparkToro itself. Despite following this approach, the tool has been losing traction and growth. It initially gained attention due to Fishkin’s following and promotion on social media but has seen a decline in interest since then.
The decrease in brand search volume for “SparkToro” and the decrease in pricing for the tool indicate a declining user base and the need to attract or retain users. This raises the question of whether focusing on social media alone is truly effective for achieving long-term success.
However, it’s worth noting that SparkToro may be playing a long game and focusing on creating a new category for audience research tools. The search volume for the keyword “audience research tool” has been growing, indicating an emerging category. SparkToro ranks at position 1 for this keyword, suggesting that they are indeed utilizing SEO strategies.
This raises the question of whether SEO can work in new market categories. The answer is yes, as SEO can drive growth by ranking for adjacent market segment keywords in new market categories. By solving similar problems for a different audience, SEO can be an effective strategy for attracting relevant traffic.
In mature markets, search engines become increasingly important as buyers use them to learn more about products, services, or ideas in a particular category. The adoption curve for innovation can be used to plan keyword targets and media communication strategies, as search volume tends to grow along with the adoption of technology or innovation.
An example of this is the emerging market of ebikes. As more people use and talk about using ebikes, the demand and Google searches for the product grow. SEO strategies can be utilized to target keywords related to ebikes and improve organic rankings, leading to increased traffic and potential conversions.
Overall, it’s important to target each stage of your audience’s journey with the right messaging based on the medium they are using and how they use it. Integrated PR and SEO strategies can be effective in achieving this, allowing you to reach your target audience effectively.
In conclusion, while some studies may suggest that focusing on SEO is not necessary, it’s important to critically analyze the data and consider the long-term implications. SEO can still play a crucial role in driving growth and attracting relevant traffic, especially in new market categories and mature markets. By understanding your audience’s needs and utilizing effective SEO strategies, you can optimize your marketing tactics and achieve success.
