When the economy takes a hit, most businesses hit the brakes on marketing. But if you’re in the business of staying visible, staying booked, and staying profitable, that might be the worst move you can make.
Because here’s the thing: SEO is one of the few marketing strategies that keeps working even when you’re not.
Let’s break down what actually happened during the 2008 financial crisis and the COVID-19 pandemic—and why smart businesses (especially in B2B and health/fitness spaces) didn’t just survive… they came out stronger.
Why Continue SEO During Economic Downturns?
So why should you keep up with SEO when the economy takes a hit? For starters, businesses that stick with their marketing during tough times often come out stronger. They’re not just surviving—they’re growing, grabbing attention while everyone else is pulling back. In fact, research shows that companies that keep showing up during a downturn end up with 3.5x more brand visibility than those who go quiet.
One big reason is that SEO brings in traffic without constantly draining your bank account. Unlike ads that stop working the moment you stop paying, the content and optimizations you invest in now can keep working for you for months—or even years. It’s one of the most cost-effective ways to attract leads, with inbound marketing generally costing way less per lead than traditional outbound efforts.
Plus, when the economy shifts, so do search habits. People don’t stop searching—they just search differently. Instead of splurging, they’re looking for smart ways to save money and get the most bang for their buck. SEO helps you adjust to that in real-time by creating content that meets them where they’re at.
And let’s not forget how much more time people spend online during hard seasons (remember the early pandemic days?). Internet traffic skyrocketed, and businesses with a strong online presence were able to connect with more people than ever. SEO gave them a leg up.
Compared to paid ads or trying to chase social media algorithms, SEO is the steady, reliable option. If you’ve built up your rankings, that traffic doesn’t just vanish overnight. It’s a long game—but one that keeps paying off, especially when times get tough.
B2B Companies: SEO as a Recession Lifeline
For B2B firms with longer sales cycles, SEO-driven content maintains discoverability when traditional lead generation falters. Consider these insights:
- 76% of B2B website traffic comes from search (organic + paid), with organic driving the majority
- During the 2008 crisis, B2B companies that maintained educational content were seen as thought leaders and safer choices
- Following COVID-19, B2B sectors saw an average 30% increase in SEO budgets in 2021 as businesses reallocated funds from paused events
- A recent Gartner survey revealed 80% of CMOs at $1B+ companies planned to increase or maintain SEO budgets during recession fears
Pro tip: Start creating content addressing customer pain points in recession-specific contexts (cost savings, efficiency, ROI). Companies that did this in past recessions emerged as go-to voices when growth resumed.
Side note: I can also give you the keywords and do your SEO for your site. So, if you want to start getting more leads, let’s work on your SEO.
B2C Focus: Health & Fitness Industry Success Stories
The health and fitness industry demonstrates SEO’s effectiveness during downturns. When consumer spending tightens, priorities shift (like choosing home workouts over gym memberships), making digital visibility essential:
Prevail Fitness (Personal Training)
- Invested in SEO to transition from in-person to online coaching during lockdowns
- Targeted keywords like “online personal trainer” and published useful fitness content
- Results: 604% increase in website traffic, 10× higher conversion rates, 83% growth in client base, and 214% ROI
Northeastern U.S. Yoga Studio
- After halting marketing during pandemic closures, they revived SEO efforts in 2022
- Optimized for local yoga searches and published wellness content
- Results: Within 45 days, website traffic doubled (+105%) and new user sign-ups jumped 123%
- By April 2022, monthly revenue exceeded pre-pandemic levels
River Pools & Spas (2008 Recession)
- Near collapse when the 2008 recession hit, they embraced SEO as a last-ditch effort
- Created comprehensive educational content answering every customer question about pools
- Results: Not only survived but thrived, becoming the most-visited pool company website worldwide
Strategic Insight: Focus on helpful, actionable content aligned with what customers are experiencing. Create resources that build trust and community, even if immediate purchases decline.
SEO vs. Other Marketing Channels in a Recession
When budgets are tight, how does SEO compare to other channels?
SEO vs. Paid Advertising (PPC)
- 94% of search clicks go to organic results, while only 6% go to paid ads
- During COVID, many companies shifted budgets from PPC to SEO as paid campaigns showed diminishing returns
- PPC works for quick wins but isn’t sustainable for tight budgets—for long-term growth, SEO wins
SEO vs. Email Marketing
- Email yields about $42 for every $1 spent (4,200% ROI), but requires a continually refreshed subscriber list
- SEO feeds new leads into your funnel, which you can then nurture via email
- The most resilient strategy combines both: SEO brings interested prospects, email converts and retains them
SEO vs. Social Media
- One analysis showed organic SEO producing a 275% ROI versus a negative 90% ROI for social media traffic).
- Organic social media contributes only about 5% of website traffic—roughly one-eleventh the traffic driven by organic search
- SEO traffic often converts better than social because search users have specific intent
ROI and Success Metrics from Past Downturns
2008–2009 (Great Recession)
- Even in the late 2000s, 57% of businesses were acquiring customers through blogging/content (inbound leads)
- Companies that embraced SEO saw notable outcomes, like River Pools significantly increasing ROI despite the recession
- Businesses that slashed marketing reported needing much higher spend later to rebuild lost visibility
2020 (COVID-19 Recession)
- 63% of marketers planned to focus more on SEO due to COVID
- Many e-commerce businesses experienced double or triple-digit percentage increases in organic traffic
- SEO budgets increased ~30% on average by 2021
- Companies that pulled back on SEO struggled to regain rankings and saw inbound interest plummet
Is SEO “Recession-Proof”?
Looking at what happened in 2008 and 2020, the answer’s pretty clear: yes, SEO is absolutely worth it during a downturn—as long as you’re being smart about it. The businesses that stuck with SEO when things got tough didn’t just hang on—they stayed visible while their competitors disappeared, kept traffic coming in without overspending, and were ready to grow faster when the economy bounced back.
This isn’t about throwing money at SEO just to “do something.” It’s about staying consistent with a solid strategy. That means creating content that actually helps your audience right now, making sure your site is working smoothly, and adjusting to what people are really searching for.
Think of SEO like a flywheel. It takes effort to get it going, but once it’s spinning, it builds momentum—and that momentum makes it harder for competitors to catch up. But if you let it slow down? Getting it going again is a lot harder (and more expensive).
That’s why a big chunk of top CMOs—about 80%—chose not to cut their SEO budgets during recent economic dips. They knew staying visible wasn’t optional. It was essential for keeping their businesses moving forward.
