We're in a niche B2B telecom-tech industry where there are maybe a handful of big-name players and a couple dozen mid to lower-tier providers. We're one of the more established mid-tier providers with a well-aged domain.
Over the past two years, I've seen a significant decline in overall search volume for the top-ten logical search terms people use to research providers in our niche. Over that same period, our position in those top-ten have incrementally improved, but impressions for these terms has dropped by more than 60%. Our CTR on the terms remains stable, but inbound organic search traffic is obviously suffering.
Demand for what we do has not dried up. The top players have increase SEM spending during that same period. According to SpyFu, the top-5 are spending in excess of $100k/month combined (yes, the estimate is likely off, but still they're ALWAYS in paid positions for these terms).
My gut tells me the reason for the search term monthly volume decrease is that people are clicking one of the ads, and not performing multiple searches. Is this a viable assumption?
So then, are we at the end of our SEO rope? Is our only viable strategy to find a budget for SEM and compete on CPC?
Side note: a new customer in this category could be anywhere from $5k to $100k monthly recurring revenue... so competition is hot.
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from Search Engine Optimization: The Latest SEO News https://www.reddit.com/r/SEO/comments/cgd5uj/what_would_you_do_when_the_search_volume_for_your/>
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