The digital advertising market is thriving, up 11% to £29.6bn in 2023, according to the latest report from the IAB. Search (PPC and SEO) remains the backbone of the industry, accounting for nearly half of that total, at £14.7bn.
Despite these strong numbers, search is at a pivotal moment. The landscape is changing rapidly and advertisers cannot afford to be complacent. To continue driving results, it’s essential to reassess and optimise search strategies.
The current challenge
Accountability for marketing spend has always been important, but with advanced analytics, every penny is scrutinised like never before. The pressure to optimise ROI has led many brands to chase quick wins, often overinvesting in paid acquisition. While paid channels have proven effective, rising costs are causing diminishing returns.
To demonstrate short-term success, some marketers are focusing on immediate results rather than long-term strategies. But short-term gains aren’t always sustainable, and this approach can lead to missed opportunities for long-term value.
A changing landscape
Advertisers face a search landscape that is constantly shifting. Google’s algorithm changes are unpredictable, and new updates – such as AI Overviews – are making the rules of search more complex. Brands that once focused solely on the three pillars of SEO – technical performance, content and authority – are finding it harder to keep up. Recent Google updates have forced brands to rethink their content strategies to stay competitive.
Regulatory changes, such as the EU’s Digital Markets Act, also complicate the landscape. Designed to limit the power of major digital platforms, these regulations are impacting how advertisers approach search.
At the same time, customer behaviour is becoming more fragmented. Consumers move through increasingly complex paths to purchase, with more touchpoints across channels such as social media, influencers and TikTok Search. This creates new challenges – and opportunities – for search marketers.
The case for SEO
SEO, though often overlooked, remains a vital but underutilised channel. Many marketers still view it as something that should be cheaper or even free. But successful SEO takes time. A well-crafted SEO strategy doesn’t yield immediate results; it grows and matures over time, delivering significant long-term value. Yet, adjusting strategies quickly to keep up with search trends requires patience and persistence.
Why search still matters
But, with the right strategic approach, search remains an essential element of the marketing mix. It can deliver huge brand value and long-term results, especially for smaller brands, helping them punch above their weight.
But, content strategies need to change and SEO professionals must adopt a critical mindset to stay ahead of Google’s continuously changing narrative.
Traditional SEO tactics still matter. Brands still need to focus on technical search, content and authority, but the way they deliver results has evolved.
Because Google has honed its algorithms to drive the best experience for users, it is even more important to look at content and authority. Brands must think about where the audience is in the customer journey from research to purchase. That means considering basics such as what the customer is looking for on the web page and how that experience can be delivered better, such as by organising product information in a way that users want.
Aligning SEO and brand strategy
Algorithm updates have highlighted the need to integrate brand-building efforts into SEO strategies. Combining SEO with PR, social media, and influencer marketing can strengthen a brand’s credibility and trustworthiness, which are crucial for search success.
SEO and branding strategies must work hand-in-hand. This integration ensures brands don’t lose the valuable search presence they’ve spent years building. Pairing SEO with a solid digital and technology strategy is essential to maintaining a competitive edge.
Search has been a cornerstone of digital marketing for years, yet it’s easy to overlook in the rush to adopt newer, flashier channels. The continued dominance of search in digital advertising spend shows that it remains an invaluable tool for marketers.
To succeed, brands must keep a close eye on evolving search trends, continuously test new approaches, and stay vigilant in this dynamic environment. Adaptation is key, and search strategies must evolve to meet the needs of today’s market.
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