Sample seo-trends-2011-
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Sample seo-trends-2011-

on

  • 728 views

 

Statistics

Views

Total Views
728
Views on SlideShare
728
Embed Views
0

Actions

Likes
0
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Sample seo-trends-2011- Document Transcript

  • 1. Market Data / Supplier Selection Event Presentations / User Experience Benchmarking / Best PracticeSAMPLE: Trends in SEOIssues and OpportunitiesIn association with ConductorSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities
  • 2. Issues andOpportunitiesFebruary 23, 2010 EconsultancyNew York Econsultancy London 41 East 11th St., 11th Floor 2nd Floor, 85 Clerkenwell Road New York, NY 10003 London EC1R 5AR United States United KingdomAll rights reserved. No part of this publication may be Telephone: Telephone:reproduced or transmitted in any form or by any means, +1 212 699 3626 +44 (0) 20 7681 4052electronic or mechanical, including photocopy, recordingor any information storage and retrieval system, without http://econsultancy.comprior permission in writing from the publisher. help@econsultancy.comCopyright © Econsultancy.com Ltd 2011
  • 3. Contents Foreword from Conductor ......................................................... 2 Summary ................................................................................... 4 Respondent Demographics ........................................................5 SEO Metrics ............................................................................... 8 Issues in SEO ............................................................................ 11 SEO Budgets ............................................................................. 13 Automation ............................................................................... 16 Table of Figures Figure 1: Respondents’ annual revenue ......................................................................... 5 Figure 2: Respondents’ target markets .......................................................................... 6 Figure 3: Sophistication of respondents’ SEO programs .............................................. 7 Figure 4: Importance of SEO metrics as influencers of business decisions ................. 8 Figure 5: Frequency of tracking SEO metrics.............................................................. 10 Figure 6: Rating of challenges to SEO program ........................................................... 11 Figure 7: Change in keyword volume ...........................................................................12 Figure 8: SEO budget breakdown – normalized to 100% ...........................................13 Figure 9: SEO budget breakdown by mode, median and average ...............................14 Figure 10: Anticipated changes to SEO budget ............................................................ 15 Figure 11: Value in SEO automation by area ................................................................16 Figure 12: Respondents’ degree of SEO automation .................................................... 17 Figure 13: Buy vs. build rationale of respondent organizations ................................. 18 Page 1 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 4. 1. Foreword from Conductor One can often tell a great deal about where an industry’s technology is headed by understanding both the size of the opportunity in the space and the operational inefficiencies that plague it. The greater the opportunity (the more at stake) and the greater the operational inefficiencies, the higher the likelihood technology will step in to fill the gap. This can be expressed formulaically as: market opportunity*operational inefficiencies = technology trajectory. The opportunity in SEO is indisputable: according to Comscore, monthly worldwide searches have reached more than 26 billion per month. With 92% of all search engine clicks occurring in the natural search results, the opportunities for brands to reach consumers are limitless--provided they are visible in the search engines. The operational inefficiencies in SEO are equally indisputable: surveys have shown that up to 40% of an SEO professional’s time is wasted on low-impact operational activities. The industry’s inefficiencies can be traced back to its origins as a discipline amongst techies and web developers. Home-grown tools have long been the tool of the trade--born from a lack of better options, they have, until now persisted as the de facto operating system for SEO practitioners. Here at Conductor we believe that is all about to change. We believe we are at an inflection point in SEO: the size of the opportunity in natural search is simply too great, the inefficiencies too profound, for Marketers not to be primed to be ready to do things differently. Online Marketers have seen a similar maturation trajectory in other disciplines. PPC evolved to include sophisticated bid management software, email marketing is largely mechanized with software tools, and display platforms automate the deployment of web ads and provide the marketer with sophisticated click analytics. As a long-time Marketer I have seen this phenomenon occur in many industries, both online and off. Our years of helping SEO professionals at many of the world’s largest brands succeed in natural search gave us the rich background to understand their pain points and inefficiencies. From this foundation we created Searchlight, a SaaS technology platform that automates many of the manual and time-consuming tasks that hold back the SEO. Searchlight gives the SEO professional unprecedented insight into their natural search visibility and is redefining SEO as a practice. We are delighted to partner with Ecconsultancy on this study that will provide insight into the move to metrics and technology and shed light on the rapid maturation of the SEO industry that is happening right before our eyes. Seth Dotterer Senior Director of MarketingSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 3 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 5. 2. Summary In the short history of digital marketing no innovation has been more important than the ability for consumers and businesses to search online for the information and products they want. Every demographic and industry has internalized search into its daily life and made it part of their product research. Marketers instantly recognized the importance of being easily found, but optimizing for search engines has often been viewed as a largely technical activity, important but adjacent to central marketing activities. This appears to be changing. As emphasis in many sectors shifts toward inbound marketing, so too has the importance of SEO as central to content and business strategy. 78% of the respondents to the SEO Trends Survey describe SEO metrics as being more important influencers of strategy than they were only a year ago, with 42% describing them as “much more important.” As in other parts of the digital ecosystem, the need for SEO metrics and analysis has outpaced many organizations’ ability to fulfill on it. 43% of the organizations sampled reported tracking conversion rate rarely or never. The same is true for 44% when it comes to return on investment.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 4 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 6. 3. Respondent Demographics This report is based on findings from an online survey conducted by Econsultancy in December of 2010. Invitations to the survey were sent by email to selected lists of marketers and dispersed through social media channels. The final sample was limited to the 352 respondents matching the following criteria: • IP address located in North America • Self-identified as being a client-side marketer • Self-identified as having a search engine optimization program Figure 1: Which of the following best describes your organization’s annual revenue? All respondents 35% 30% 29% 27% 25% 20% 15% 14% 11% 10% 9% 10% 5% 0% Under $1,000,001 to $10,000,001 to $50,000,001 to $100,000,001 Over $1,000,000 $10,000,000 $50,000,000 $100,000,000 to $1,000,000,000 $1,000,000,000 Number of respondents: 352SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 5 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 7. Figure 2: Which of the following target markets represented more than 25% of your organization’s 2010 revenue? All respondents 60% 54% 50% 40% 34% 34% 30% 20% 15% 10% 3% 0% Consumers Small and/or Large businesses Institutions Other (please medium sized (schools, specify) businesses government, (SMBs) NGOs) Number of respondents: 352SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 6 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 8. 4. SEO MetricsSEO increasingly important in business decision making78% of companies say SEO metrics have more influence on business strategy decisions than they did 12months ago. Figure 3: How important are SEO metrics as influencers of business decisions? SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Number of respondents: 352 SEO is steadily becoming a more important aspect of digital and integrated marketing. SEO metrics are more than measures of clicks and conversions: they reflect the connectedness of a brand with its potential audience. This perception is driven by several factors:  Maturation of search / audience Page 7 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 9. 5. Issues in SEOMore keywords, and a greater need to understand SEO61% of respondents report managing more keywords in December of 2010 than one year previously. Figure 4: Please rate the importance of the following to your SEO program. Tracking long-term impact of SEO changes 62% "Closing the loop" - combining SEO with 57% business metrics Determining SEO priorities 53% Generating SEO metrics that are meaningful to 50% others in the organization Scaling for large keyword volumes 44% 0% 10% 20% 30% 40% 50% 60% 70% Number of respondents: 352SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 8 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 10. 6. SEO BudgetsA shift toward content creationRespondents are devoting an average of 28% of their SEO spending to content creation. Figure 5: How is your organization’s SEO budget divided? SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Number of respondents: 352 Drawing an accurate picture of digital budgets is difficult. Companies’ financial constructions are unique and defy comparison with only a few survey questions. So for the purposes of this report, we’ve limited our examination to the money spent on SEO. Although marketers can’t be expected to pick specific percentages out of the air with total accuracy, it does seem reasonable to ask for rough proportions of their total spending in a given discipline. Page 9 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
  • 11. 7. Automation Value in SEO recommendations Marketers see value in the full slate of functionality offered by SEO automation. The highest ranking is for the ability to get specific recommendations for page alterations, which 64% see as “Very valuable.” Many companies have sufficient internal technological resources to consider building instead of buying technology. For these companies, making the right decision depends on a variety of internal factors including capability, cost and ongoing support requirements.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/seo-trends-issues-and-opportunities Page 10 SEO Trends: Issues and Opportunities All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011