Seo advertising

State of Organic Marketing in 2022: Top SEO Priorities

Do you know where to focus your SEO efforts this year?

How has your organization adapted to an ever-changing landscape of global events?

Wondering how other digital marketers plan to succeed in the future?

There are many new changes and strategies in place for 2022.

Yet one thing remains constant in all organic marketing: delivering the best digital experience to your audience.

On April 13, I hosted a sponsored webinar presented by Conductor Product Marketing Manager Jenny Li and Market Research Analyst Sara Tejelo.

They presented findings from Conductor’s survey of the top challenges marketers face and how they expect to succeed in 2022.

From the data, they provided insight into the 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 full presentation, fill out the form.

How this data was collected

Conductor surveyed over 350 marketers responsible for their brand’s website domains.

Respondents came from a mix of enterprises (>1,000 employees) and medium-sized enterprises (500 to 1,000 employees).

They also segmented the respondents according to their stages of organic maturity.

[Learn how organic maturity is defined] Access the webinar instantly →

Key Findings from the Organic Marketing Survey

1. Marketers cited positive trends despite COVID-19.

48-60% of organic teams experienced positive changes from budget to productivity.

Conductor, April 2022

Additionally, despite working remotely, teams saw the greatest positive impact on productivity and the ability to meet goals.

2. Organic marketing programs had an increased impact on website performance.

90% of companies with high organic maturity experienced an increase of at least 5%.

[See the data] Access the webinar instantly →

The next step is for decision makers to better understand how SEO can drive revenue and brand awareness, and recognize how vital it is to integrate it into overall marketing strategies.

3. Companies are investing more in organic marketing budgets.

State of Organic Marketing in 2022: Top SEO PrioritiesConductor, April 2022

20% of respondents saw a significant increase in the organic budget.

This is 7% more than the same results for the paid budget.

4. More and more executives are beginning to see the value of organic marketing.

86% of organizations with high organic maturity expect their budgets to increase over the next 12 months.

Membership is crucial to unlocking the potential of SEO, so it’s best to think about how executives are trained in SEO and organic marketing.

[See the data] Access the webinar instantly →

5. The growing importance of digital is raising positive expectations.

About three-quarters of respondents anticipate positive developments in objectives, productivity, staff and budget.

Marketers don’t have to keep fighting for organic marketing buy-in; more and more companies are starting to realize this.

6. Collaboration is the key to SEO success.

State of Organic Marketing in 2022: Top SEO PrioritiesConductor, April 2022

Other teams in low-maturity organizations collaborate with SEO professionals only 32% of the time compared to 94% for high-maturity organizations.

It is obvious that SEO requests are time consuming for these organizations.

[Find out how long SEO requests should take] Access the webinar instantly →

Successful organic marketing requires teams to be aligned with customer needs.

Uncovering bottlenecks, understanding how to get things done faster, and educating executives where they can help, is therefore essential.

There are many opportunities for SEO to play a role in an organization, and it often requires more education.

7. Internal organic marketing leads to higher performance compared to. Outsourcing.

Internal organic efforts drove 12% more website traffic than fully outsourced efforts.

No one has the same deep understanding of your business priorities as an enhanced internal resource.

[See the data] Access the webinar instantly →

8. SEO technology enables robust tracking, implementation and collaboration.

Most mature companies report more robust performance and use a fully integrated SEO platform.

Outlook for 2022

  1. Collaboration and implementation are a top priority.
  2. Team priorities tend to reflect how they execute SEO.
  3. Digital advertising and UX investments are increasingly important.

[Find out the other strategic channels] Access the webinar instantly →

Key points to remember

  • Organizations with higher organic maturity levels were overall more resilient to the effects of COVID-19.
  • Internal organic efforts drove 12% more website traffic than fully outsourced efforts.
  • 70% of organizations expect to see an increase in their organic marketing budget in 2022.
  • The top three strategic channels for digital marketing leaders in 2022 are digital advertising, website user experience, and content marketing.
  • Building more effective collaboration between SEOs and others in an organization is a top priority for leaders and digital marketers in 2022.

[Slides] State of Organic Marketing in 2022: Top SEO Priorities

Here is the presentation:

State of Organic Marketing in 2022: Top SEO Priorities from Search Engine Journal

Join us for our next webinar!

3 Overlooked Ways to Improve Inbound Marketing ROI

Do you 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 upcoming webinar on April 20 at 2 p.m. ET.


Image credits

Featured Image: Paulo Bobita/Search Engine Journal