52% of businesses in Latin America think SEO is not fundamental


WeAreContent, last month presented with IAB partners in the region, the results of the digital SEO Latin America 2021 study.

We AreContent, a leading company in the creation of multimedia content and effective content strategies with SEO techniques, presented last month through the virtual event with the partners of IAB Colombia, the results of the digital SEO study Latin America 2021.

Nowadays, most people who find themselves with a need, a challenge or a doubt consult Google. This is why search engines have become a vital part of human life, and this is why companies should consider organic positioning as one of the essential tools of any digital strategy.

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But how can we improve the positioning of our website in search engines?
There are two ways to get it:
a. By organic positioning
b. Paid positioning.

These are the texts that appear with the word “Announcement” on the left side. On the other hand, the first is defined by search engines. This system assigns them based on the quality of the content produced. In addition, other variables analyzed in this study are taken into account.
According to the MOZ platform (www.moz.com), organic results represent 62% of first page clicks, while paid results only represent 2.8%.

With the above as a premise, it cannot be ignored that a digital strategy must consider SEO as a fundamental technique. Organic results build trust over paid results. However, 90% of advertisers’ investment is in paid results, while only 10% is in the content needed to appear in organic results.

But what are the reasons why SEO is not considered a fundamental part of a digital strategy?
As marketers, knowing what ranking factors to show up in natural searches is a great opportunity. For all of the above, WeAreContent conducted the SEO study in the region, to help the digital industry understand its importance and highlight the lack of knowledge that still exists on this digital marketing technique, which should be fundamental for all organizations in the world today.

Among the relevant data, it was found that only 48% of organizations see SEO as something important in digital strategies. This point reveals that there is a significant lack of knowledge on the part of the marketing fields when the reality is that 100% of organizations should have a clear organic positioning strategy. To achieve this, valuable content is the fundamental premise.

The study came to different conclusions. For example, it has been found that there is a clear lack of knowledge in the areas of marketing organizations. But that’s not all: there is also a lack of knowledge of their digital spaces. The reason for this lack of information is that there is no clear perception of the technical complexity of this essential digital marketing tool.

It is even more surprising that only 57% of organizations’ digital spaces consider SEO to be fundamental. To say that 43% of digital spaces do not see it as an essential tool surprises the community.

In support of the above, 17% of CIOs report having a clear lack of SEO knowledge. If one of the metrics of digital spaces is part of the premise that should drive traffic to brand websites, think that 17% of digital directors do not know that we can achieve savings of up to 99% on the value of bio traffic vs paid traffic is something that surprises greatly.

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On a related note, 51% of respondents said SEO is difficult because they don’t know, while 13% said they don’t have tools, followed by 12% who ratified a lack of support in the organization for this type of methodologies.

If we add to this the fact that 33% consider that they have budgetary limits, that there are no specialized staff and that digital directors do not know the subject, this is something that generates concern and a great opportunity for improvement.

On the other hand, there is a dilemma as to whether it is better to hire an agency or have an in-house SEO team. 72% of respondents say it is best to work with an internal team. However, a good percentage don’t know that when working with an outsourcing service companies have teams of experts. That is to say, they can size projects of greater complexity and have the tools and technologies for correct customer management.
This study addresses various aspects related to technical SEO, content SEO, measurement tools, mobile optimization variables, backlinks, the type of content most produced, among others.

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