Earlier this week, BFM’s own John Marcinuk, Group Director of Marketing, spoke to leading CPG marketers at the Masterclassing Digital Retail CPG event in New York. The event involved some of the world’s biggest brands, including Etsy, Macy’s, Pepsi and Colgate-Palmolive.
Joined by other digital marketing industry leaders, Marcinuk shared the latest innovations in search marketing and the importance of leveraging discovery platforms to reach consumers across today’s digital landscape. Speaking to attendees, John emphasized how critical it is for CPG brand marketers to reframe their thinking on SEO as part of their marketing strategy.
Explore John’s key takeaways for CPG companies looking to maximize the impact of their SEO program:
Reframe your SEO Approach from Tactics to Goals
By changing our thinking from SEO tactics to long-term brand goals, we create bigger opportunities. In practice, this means when we’re optimizing our website, we're really laying the foundation of a discovery platform for consumers. When we’re trying to rank content for keywords, we're simply improving the discoverability of products and services our brands offer. And when we’re working on acquiring backlinks, we're ultimately facilitating and encouraging conversations about our brands. This is why it's enormously important to take a step back and figure out why we do things, and then use that new perspective to build brand equity.
Once a Search Engine…Google is now an Ecosystem
10 years ago, even 5 years ago, Google was purely a search engine. Today, Google is a sprawling ecosystem that uses Google Home, Google Assistant, Google AMP, Google My Business, and Google Maps to keep users in the Google Nexus. As marketers, it’s our job to use this ecosystem to our advantage and make it part of every brand's SEO strategy.
Position Zero is the New Position 1
We've all seen Google Answers boxes whenever we’ve searched Google with a question. Brands win this position zero war when they have the most authoritative and relevant answer to a search query. While it requires some technical magic from schema.org structured data to make it happen, your brand can certainly win this spot – and it will be vital for brands to do so as voice search dominates over the next decade. Owning that spot now ensures you're ahead of the game.