For decades, one thing seemed certain. Content and SEO were king. But today’s landscape has shifted. The direct correlation between organic traffic and leads is wavering. Today, you might see increased conversions— even if your monthly traffic is declining.
Instead of focusing on keywords and SEO for SEO’s sake, digital marketers need to create stories and experiences that resonate deeply with your audience, across multiple platforms and touchpoints. Welcome to the world of branding and omnichannel marketing.
This isn’t to say that SEO has lost its relevance entirely. Far from it. But in an environment where consumer expectations are sky-high and competition is fierce, ranking on Google is no longer the sole barometer of success. Modern marketing demands a holistic strategy that blends visibility with trust, innovation, and engagement. Let’s dive into why marketing is evolving beyond page ranking and monthly traffic and explore the steps businesses can take to stay ahead.
SEO’s limits in today’s marketing landscape
SEO has been a cornerstone of digital marketing for decades. Businesses have long invested in keyword strategies and on-page optimizations to climb the ranks of Google’s search results. But search habits are changing, and Gartner is predicting that search traffic will decrease by as much as 25% by 2026.
Today’s consumers demand more than just information—they want branded experiences. Here’s why traditional SEO is no longer enough to meet today’s complex marketing challenges:
- Algorithm evolution: Search engines like Google have evolved to prioritize “helpful content” that serves their users. Ranking factors include not just technical metrics like page speed and mobile-friendliness but also the nuanced ways your content delivers value. Google isn’t looking for the most “optimized” page; it’s looking for trustworthy, informative content that aligns with users’ search intent.
- Saturation of the market: With millions of businesses competing for attention online, the competition for top-ranking keywords has become fiercer than ever. Even with an impeccable SEO strategy, many businesses find themselves drowned out by larger players with bigger budgets. In this saturated environment, differentiation and unique value propositions become key.
- The shift to user intent: Search engines are now laser-focused on matching results to user intent. This means that ranking well isn’t just about stuffing a page with keywords—it’s about providing meaningful, relevant content that solves a user’s problem. Businesses that fail to address intent risk losing out to competitors who understand their audience more deeply.
- Changing consumer preferences: Today, consumers aren’t just searching on Google. They’re treating social media, YouTube, and AI chatbots (like ChatGPT and Perplexity) as reliable search engines.
These changes highlight the need for a broader approach to digital marketing, one that looks beyond the search engine results page (SERP) and focuses on the entire customer journey.
Google’s love affair with established brands
Ever notice how household names dominate Google searches? It’s no accident. In the 2024 Google API leak, we learned that siteAuthority is an element in its ranking system. This metric assesses a website’s overall trust and authority.
Google’s algorithm is fine-tuned to elevate brands that project reliability and authority. This focus isn’t just about meeting technical standards; it reflects a broader desire to deliver content that users inherently trust, which these brands have spent years cultivating. But what does this mean for smaller businesses and emerging brands?
Why established brands dominate on Google
- Trust and authority: Google’s algorithms reward websites that demonstrate expertise, experience, authority, and trustworthiness (EEAT). Established brands often have years of quality content, robust backlink profiles, unlinked mentions, and a strong reputation—all of which signal credibility to search engines.
- Recognition matters: The 2024 Google API link confirmed that clickstream is a significant element in a site’s organic rankings. Familiarity breeds clicks, and clicks signal to Google that the brand is a reliable source. This creates a feedback loop where trusted brands become even more dominant over time.
How smaller brands can compete
While the deck may seem stacked in favor of big players, smaller brands can still carve out their niche.
- Focus on niche expertise: Instead of trying to compete broadly, dive deep into a specific area where you can provide unparalleled value. Thought leadership and specialization can position your brand as a go-to resource within your niche.
- Invest in high-quality content: Google values depth and relevance, so prioritize creating content that’s genuinely useful and informative. Long-form guides, case studies, and interactive tools can help you stand out.
- Leverage reviews and testimonials: Build your brand’s trustworthiness through glowing reviews and case studies that highlight your credibility. Actively seek out and showcase customer feedback as a form of social proof.
- Look for opportunities for linked (and unlinked) mentions: Many smaller firms neglect earned media and public relations. If your firm has newsworthy announcements and initiatives, publicize them with press releases and media outreach. The backlinks and brand mentions you earn will help boost your authority with Google.
The rise of omnichannel marketing strategy
Omnichannel marketing has emerged as a solution to siloed strategies and fragmented customer experiences. In an omnichannel approach, businesses deliver a cohesive, integrated experience across all touchpoints, whether a customer interacts with them via social media, email, in person, or on their website.
What is omnichannel marketing?
Sometimes, omnichannel marketing is simplified to “multichannel marketing,” where you’re engaging with your audience across multiple platforms. In reality, an omnichannel strategy is about consistency. It ensures that every interaction—whether on social media, your website, or in person—feels cohesive, intentional, and rooted in your brand’s core message. Unlike multichannel approaches that treat each platform as an independent effort, omnichannel strategies weave these touchpoints together into a unified experience.
A scalable omnichannel strategy has several key elements:
- Well-researched customer journey mapping
- Brand and narrative consistency
- Multichannel campaign strategy
- Modular content (content that can be easily broken into multiple assets)
Why omnichannel strategy delivers results
Increasingly, your customers expect a unified experience. While I’ll never discount Boomers and Gen X, Millennials and Gen Z are increasingly becoming your core audience. (This pains me to say as a Gen Xer myself.) Let’s explore these modern consumers.
- Millennials: Born between 1981-1996 (ages 29 to 44)
- The largest generation in the United States
- Online reviews are highly influential
- Might value a brand’s authenticity and values more
than traditional metrics like price and results
- More likely to follow a brand on social media
- Gen Z: Born between 1997-2012 (ages 13 to 28)
- The first generation of mobile-first, multichannel natives
- “[A] hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.”
- Might prefer short-form video to long-form, written content
- Might prefer people/influencers to brands
These cohorts are accustomed to personalized experiences online. And they are more likely to use a social media platform as their primary search engine.
Consumer expectations
Omnichannel consumers expect seamless, frictionless interactions wherever they meet your brand. They might discover your content on Instagram, research your services on Reddit, check out the reviews on your Google Business Profile, and then go to your website to schedule a consultation. They also expect every step to feel connected and intuitive.
Consistent messaging across channels fosters familiarity and trust, leading to stronger customer relationships. The more integrated the experience, the more likely customers are to remain loyal.
Higher ROI
Admittedly, many of the omnichannel ROI studies have focused on B2C consumers, especially in the retail space. However, the data suggests that when businesses have multiple touchpoints with their customers (including brick-and-mortar locations), they see roughly a significant increase in their return on investment and customer retention rates. Their customers also tend to have higher lifetime values compared to businesses who do not use an omnichannel strategy.
Branding: The foundation of omnichannel marketing
Omnichannel marketing success begins with a brand that people trust and remember. In an age of endless options, your brand must serve as the anchor that ties every channel and message together. It’s not just about visibility; it’s about creating a sense of identity and purpose that audiences instinctively connect with.
Why branding is more important than ever
- Differentiation in a crowded market: A strong brand helps businesses stand out in an oversaturated digital space. Your brand is what transforms a transactional relationship into something more personal.
- Trust and loyalty: Consistent branding builds trust, which in turn fosters customer loyalty. This is especially crucial as Google continues to reward trustworthy brands.
- Emotional connection: Consumers are more likely to engage with brands that evoke a sense of connection or shared values. In a digital-first world, emotion is a powerful differentiator.
Building a brand that resonates
- Define your brand narrative: Articulate who you are, what you stand for, and why you exist. Your brand story should be compelling and consistent across all channels. Notably, Millennials and Gen Z are increasingly interested in these social narratives.
- Consistency is key: Ensure your messaging, design, and tone are uniform across all channels. Disjointed branding can erode trust and confuse customers. Your voice, tone, and visual narrartives on social media should complement your website, YouTube channel, email campaigns, and chatbots’ content.
- Listen to your audience: Use data analytics, reviews, social listening tools, and other feedback to refine your brand and address customer needs. Brands that listen evolve with their audience.
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Practical tips for marketing beyond SEO
Standing out today requires more than just high rankings or flashy metrics. It’s about creating trust, building meaningful relationships, and delivering genuine value through every interaction with your brand. Here are actionable steps to get started:
- Audit your current strategy: Assess your current marketing efforts to identify gaps in branding, messaging, and user experience. Map your customer journey and pinpoint areas for improvement. Think about how every interaction builds toward a lasting relationship.
- Prioritize content quality that aligns with consumers’ search intent: Invest in high-quality, long-form content that provides real value to your audience. Aim to create resources that establish you as a thought leader in your field.
- Embrace data-driven insights: Use analytics, like Clearboard, to understand customer behavior and optimize your campaigns accordingly. Data should inform every aspect of your marketing strategy.
- Invest in brand building: Your brand is your most valuable asset. Allocate resources to branding initiatives, ensuring that your narratives, design, and user expereince are consistent across all your platforms. Also consider investing in community building and earned media efforts. such as storytelling, design updates, and community engagement.
- Measure what matters: Shift your focus from vanity metrics (like top 100-ranked keywords) to meaningful KPIs like conversion rates and customer satisfaction. Metrics should reflect business outcomes, not just activity.
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Are you ready to build an omnichannel marketing strategy?
The digital marketing landscape is evolving, and it’s time for businesses to evolve with it. SEO remains an important tool, but it’s no longer the end-all-be-all. To thrive in today’s competitive market, businesses must focus on building reliable, recognizable brands and delivering seamless omnichannel experiences that meet their customers where they are.
By embracing a holistic approach to marketing, businesses can not only adapt to changing algorithms but also create lasting connections with their audience—and that’s a strategy that will never go out of style.
If you’re ready to build an omnichannel marketing strategy, we’d love to help. Contact LaFleur to start the conversation.