SEO in a Downturn
Times are going to get tough, I think. Im probably not qualified to understand exactly how asset based leveraged derivatives have impacted on the debt market and the resulting impact on liquidity in the lending market, but, I think its safe to assume people will put the brakes on spending a little.
Just today, Harvey Norman said today they would cut advertising spend by 20% and McDonalds has consolidated their accounts which puts $15m of projects in question. (Source: Media Monitors)
3 things you need to do for the slowdown:
1. Paid Search:
If you are running your campaign based on a cost per customer acquisition or cost per conversion, why wouldnt you continue. Customers looking for your product or service, you pay for the lead and make a margin on that customer. Simple mathematics.
Where this falls down : If less people are buying, your cost per conversion will increase, potentially forcing you to reduce spend or the volume of conversions.
What you should do : Ensure your campaigns are focussed, move away from branding tactics and focus only on conversion keywords. Manage and monitor accounts closely, set clear monthly budgets.
