In 2023, many marketers are facing a slew of new challenges: potential budget cuts tied to concerns over a potential recession, the rise of AI technologies like ChatGPT, rapidly changing search engine algorithms, and the decline of the third-party cookies that have long enabled their paid marketing channels.
In light of these developments, it makes sense that businesses may be taking a fresh look at prioritizing more cost-effective organic marketing channels, like their website.
In this guide, we’ll take a deep dive into how to ensure your brand’s website is poised to rank well in search, engage customers, and help drive brand awareness and conversions in 2023.
In this ultimate guide to SEO & website health for marketers, we’ll cover:
- How your website’s technical health & search engine optimization support larger marketing goals like brand awareness, driving conversions, and building revenue
- An overview of website health & SEO factors to consider in 2023
- The exact resources you need to build and implement a strong SEO plan
- How to create an SEO plan in 2023
- The Website Health Checklist
Why Website Health & SEO Should be Key Components of Marketing Strategies in 2023
Marketing leaders are becoming increasingly aware of the growing opportunities that exist for organic digital channels to play a larger role within their marketing strategies. Better utilizing organic channels like your brand’s website and organic search efforts can help drive down customer acquisition costs by reducing over-reliance on costly pay-per-click ads and can offer more opportunities for customer engagement.
The appeal of organic marketing strategies is likely to grow over the coming year as we face the phasing out of third-party advertising cookies and rising costs in the digital advertising space.
And the overall technical health of your website plays a major role in everything from how well it ranks in search engines to drive brand awareness to how engaged visitors are with your content — and how likely they are to convert into paying customers.
But ensuring your website can reach its full commercial potential is a difficult task, and one that often involves coordination across multiple departments and teams, from C- suite leadership to marketing, SEO, engineering, product, and design.
To help simplify the challenge of website optimization, let’s dive into why 2023 is a great year to prioritize your brand’s website — and exactly what you’ll need to succeed.
It’s no secret: high-performing websites can drive enormous business growth.
And the overall technical health of your website plays a major role in everything from how well it ranks in search engines to drive brand awareness to how engaged visitors are with your content — and how likely they are to convert into paying customers.
But ensuring your website can reach its full commercial potential is a difficult task, and one that often involves coordination across multiple departments and teams, from C- suite leadership to marketing, SEO, engineering, product, and design.
To help simplify the challenge of website optimization, let’s dive into why 2023 is a great year to prioritize your brand’s website — and exactly what you’ll need to succeed.
It’s time to realize your website’s full commercial potential
Studies have shown that, for most industries, organic search drives more website traffic than paid search ads, paid display ads, email marketing, or social media. Your website’s technical health plays a major role in how it ranks in search engine results pages — but that’s not all. Technical elements of your site, such as page speed and Core Web Vitals, also influence your customers’ experience, satisfaction, and likeliness to buy.
Optimizing your brand’s website means opening up more opportunities for brand awareness, great customer experiences, conversions, and business growth.
