7 Signs It’s Time to Scale Your Organic Search Campaign
Is Organic Search a core element of your digital marketing efforts? If so, you already understand the unique advantages of this channel, including unparalleled ROI and long-term results.
If Organic Search is working for your business, it may be time to consider doubling down and investing even more in the channel. Scaling your Organic Search budget allows you to increase brand awareness, boost customer acquisition, and grow Organic Search revenue.
Here are seven signs it’s time to scale your Organic Search campaign.
Your Brand Has Achieved SERP Dominance
The goal of Organic Search is to improve your brand’s visibility on the SERPs for your targeted organic keywords. Although many brands never reach it, there is indeed a ceiling on these efforts.
Once your brand is solidified in the top three organic ranking positions, you’ve run out of room for improvement. That means it’s time to expand your efforts, targeting new keywords, potentially with new landing pages that can drive additional revenue.
The fact that you’ve dominated the SERPs for your initial set of keywords bodes well.
It’s a signal that Google likes your brand and website, which means you have better-than-average odds of ranking for additional keywords. Of course, this assumes the new keywords are similarly relevant and within the same difficulty range.
Your Organic Search Campaign Is Profitable
Even if you aren’t completely outperforming your competitors in terms of search visibility, you may be seeing great ROI from your Organic Search efforts, which means you could drive even more growth by investing further.
Once your initial campaign is fully optimized, you can capture additional traffic by adding keywords. Depending on the breadth of your offerings, you could also start focusing on landing pages that you haven’t prioritized thus far.
Put simply, if your existing Organic Search campaign is generating revenue, investing in a scaling plan will drive even more revenue and help your business grow.
You See an Increase in Synergistic KW Rankings
Although you might only optimize for a handful of carefully selected target keywords, you should be tracking a couple dozen additional synergistic keywords.
The synergistic keyword rankings paint a fuller picture of your brand’s organic visibility and can help with opportunities research.
If you see your landing pages entering the top 20 to 30 SERP positions for these synergistic keywords, it’s a sign that further optimization could push them into the top 10, which is where they begin to drive revenue for your brand.
When you see synergistic keyword rankings increase on their own, that means the ranking landing pages are sending many of the right signals to Google. It’s a strong foundation for focused optimization.
You’re Preparing for a New Product Launch
When your new product launches, you want your brand positioned to start capturing revenue immediately. That’s why it’s important to work on ranking for relevant keywords well before launch day.
Although it isn’t a direct ranking factor, website authority is key to ranking well in Organic Search results. Establishing your brand as a trusted, expert voice in your space will help you rank for the keywords that matter most to your business.
Side note: Avoid targeting product-specific keywords (those with commercial or transactional search intent) until users have an opportunity to purchase or at least join a waitlist. If users click on a page expecting to purchase or pre-order a product but can’t, it could send negative signals to Google.
However, targeting related informational keywords is an excellent way to build topical authority ahead of your product launch and build an audience to ensure your new offering starts selling quickly.
Your Competition Is Growing or Outranking You
Organic Search is all about visibility. So if your competitors are boxing you out on valuable SERPs, it’s time to scale your efforts and work to stay, or get back, on top.
Success in particularly competitive verticals typically requires greater investment and a shrewd strategy. Nobody is safe at the top, so you can’t turn off the engines just because you’ve reached cruising altitude.
You don’t need to go after high-volume, impossibly competitive seed keywords to achieve meaningful visibility, either.
Instead, it’s often best to target long-tail keywords that have a worthwhile search volume, but aren’t so competitive that your brand has virtually no chance of ranking for them.
By scaling your Organic Search campaign, you can enhance your brand’s visibility to seize additional market share and revenue, leading to higher campaign ROI and more traffic in the long run.
You’re Expanding Into Other Marketing Channels
When you have the budget to scale any of your marketing channels, it’s always a good idea to consider Organic Search.
The ROI potential is simply unmatched. When you combine this with the fact that Organic Search is much cheaper than paid media and the benefits can last for years, it’s easy to see why organic is so attractive to the overwhelming majority of digital marketers.
A decisive majority of consumers prefer to shop online. Even when they see a TV commercial or hear a radio ad, they tend to seek out the offering online first.
Even if you leverage other marketing channels, Organic Search visibility is indispensable, especially when it comes to converting the awareness generated by your non-organic efforts into traffic, conversions, and revenue.
You’ve Achieved Your KPIs and Campaign Objectives
Are you hitting the targets you set at the beginning of your Organic Search campaign? If so, it’s time to set your sights higher to continue driving growth.
If your digital marketing spend is effective, it’s best to let it continue working for you.
To drive serious growth, consider investing some of your returns into a scaling plan that allows your brand to dominate the SERP landscape. By maximizing visibility and boxing out competitors, your brand can drive exponential revenue growth.
In other words, don’t rest on your laurels when you see positive results. Instead, ask “What’s next?” and seize the opportunity to scale your organic search campaign.
Achieve Sustained Search Dominance with VELOX
Propelling your brand to the top of Organic Search results can deliver enduring benefits, but it’s no easy feat. While building your own Organic Search team is costly and comes with headaches, partnering with a trusted digital marketing agency can deliver maximum ROI on a shorter timeline.
As an ROI-focused agency, VELOX combines leading-edge technology and research with proven techniques. We conservatively target 400 to 800% ROI and consistently exceed client expectations, which is why we’re recognized among the top 3% of agencies globally as a Google Partner.
See how a fully customized campaign from VELOX can drive exponential growth for your business. Contact VELOX today for your free marketing plan.
