TFM Search Engine Marketing Benchmark Report

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TFM Search Engine Marketing Benchmark Report

  1. 1. UK Search Engine Marketing Benchmark Report E-consultancy in partnership with Neutralize (**)
  2. 2. Methodology • Online survey in March 2007 • E-consultancy’s user base – 62,000 registered users – 145,000 unique user sessions per month – Client-side & agency digital marketers – Many sectors well represented including retail, financial services, travel and publishing • Press releases
  3. 3. Response • 744 respondents – 384 client-side search marketers – 284 agency / consultant respondents – Predominantly UK respondents (76%) • SMEs and Blue Chips • Range of sectors
  4. 4. Topics covered in research • Search activity and search services • Budget / spending • Objectives and effectiveness • Search engines • Problems and issues
  5. 5. What did people say? “E-consultancy continues to churn out great research on the UK search marketing space, with the release of their UK Search Engine “Another excellent Marketing Report 2007.” report…well worth purchasing. ”
  6. 6. Who are Neutralize (**)? Full-service Search Engine Marketing (SEM) agency Over 10 years’ experience 23 staff in office (260 worldwide) Pan European / Multilingual skills (in-house) Our approach to search engine optimisation is distinctly different to our peers - Unique proprietary software slashes timescales and increases efficiency - Large ‘offsite’, link building and SEO PR team © Neutralize (**) - Search engine optimisation and marketing
  7. 7. © Neutralize (**) - Search engine optimisation and marketing
  8. 8. What do other companies spend on their search engine marketing? © Neutralize (**) - Search engine optimisation and marketing
  9. 9. A quarter of UK respondents (25%) reported spending of more than £100,000 annually. © Neutralize (**) - Search engine optimisation and marketing
  10. 10. Company How much do you spend on Search Engine Marketing per year? 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 00 ow 00 0 0 0 + + us 00 00 00 00 00 ,0 ,0 kn pl 5, 0, 5, 10 00 ,0 ,0 on £2 £5 -£ 't 00 00 £1 on -£ £0 illi 1- 1- 01 £1 £5 1- /D m 00 00 00 ,0 £1 0, 5, nt £5 0, £1 £2 va £5 le tre © Neutralize (**) - Search engine optimisation and marketing No
  11. 11. About two thirds of respondents said their companies would be increasing their budgets in the next 12 months for both paid search (65%) and SEO (64%). © Neutralize (**) - Search engine optimisation and marketing
  12. 12. Company Do you expect your budgets to increase or decrease in the next 12 months? 70.00% 60.00% 50.00% 40.00% Increase 30.00% Decrease 20.00% 10.00% 0.00% Paid SEO Email Online Mobile Affiliate Search display marketing advertising © Neutralize (**) - Search engine optimisation and marketing
  13. 13. Agency Do you expect your clients budgets to increase or decrease in the next 12 months? 90.00% 80.00% 70.00% 60.00% 50.00% Increase 40.00% Decrease 30.00% 20.00% 10.00% 0.00% Paid SEO Email Online Mobile Affiliate Search display marketing advertising © Neutralize (**) - Search engine optimisation and marketing
  14. 14. Online display advertising is the area where budgets are most likely to be decreasing with 10% of respondents saying that spending will be less. © Neutralize (**) - Search engine optimisation and marketing
  15. 15. © Neutralize (**) - Search engine optimisation and marketing
  16. 16. Company If they are increasing, by how much do you expect your search budgets to go up in the next 12 months? 60.00% 50.00% 40.00% Paid Search 30.00% SEO 20.00% 10.00% 0.00% % 0% 0% 0% + % 20 0% 00 -4 -6 -8 -1 to 21 41 61 10 81 p U © Neutralize (**) - Search engine optimisation and marketing
  17. 17. Why all this investment in search engine marketing and the increasing budgets? lead generation direct online sales driving traffic © Neutralize (**) - Search engine optimisation and marketing
  18. 18. Objectives from Paid Search Lead Generation 53% Direct Online Sales 53% Drive Traffic 51% Branding 32% Not relevant / Don’t know 2% © Neutralize (**) - Search engine optimisation and marketing
  19. 19. Objectives from SEO Drive Traffic 65% Lead Generation 51% Direct Online Sales 49% Branding 36% Not relevant / Don’t know 2% © Neutralize (**) - Search engine optimisation and marketing
  20. 20. E-consultancy’s Online Lead Generation Report Paid Search and SEO were the online marketing channels getting the biggest share of lead generation budget (and were the channels deemed to be the most effective). http://www.e-consultancy.com/publications/online-lead-generation/ © Neutralize (**) - Search engine optimisation and marketing
  21. 21. What about my brand? © Neutralize (**) - Search engine optimisation and marketing
  22. 22. Paid Search and SEO impact on brand What is m ore im portant in term s of the im pact on your brand? (Clients) 50.00% 40.00% 30.00% Paid Search SEO 20.00% Equal importance 10.00% 0.00% 1 © Neutralize (**) - Search engine optimisation and marketing
  23. 23. Paid Search and SEO impact on brand What is m ore im portant in term s of the im pact on your brand? (Agencies) 50.00% 40.00% 30.00% Paid Search SEO 20.00% Equal importance 10.00% 0.00% 1 © Neutralize (**) - Search engine optimisation and marketing
  24. 24. What types of search engine marketing services are companies using? © Neutralize (**) - Search engine optimisation and marketing
  25. 25. If you use an agency, what Paid Search se rvices do you use or plan to use ? 60.00% 50.00% 40.00% Using now Planning to use 30.00% No plans to use 20.00% Don't know 10.00% 0.00% t is n en g ch ts io in h ys di em ar at c ti s al ar au is se er an ag se ti m ud re dv re an d op fr a la or an m d tit or ua ge k g d pe lic yw in bi xt pa ck om C te ed Ke ing ra on C at It C nd m O to La R Au © Neutralize (**) - Search engine optimisation and marketing
  26. 26. The four Paid Search services most likely to be on the radar were: 1. Landing page optimisation (35%) 2. Competitor research (33%) 3. Joint 3) Contextual advertising (27%) 4. Joint 3) Click fraud audits (27%) © Neutralize (**) - Search engine optimisation and marketing
  27. 27. Company If you use an agency, what SEO services do you use or plan to use? 45.00% 40.00% 35.00% 30.00% Using now 25.00% Planning to use 20.00% No plans to use 15.00% Don't know 10.00% 5.00% 0.00% n g t ns it h ti o en s n rin ing ud ch es rc i tio ig i sa m ito ea la rit ar oc pa f in lop on yw t im se es ca pr m de ve re m rr ca ni op op n gy ch sio de tito n d C n PR io or te te tio is ge pe sit yw ra bm te ra e m Po pa st in Ke ne Si Co Su nl ch ing ge O ar nd nk Se La Li © Neutralize (**) - Search engine optimisation and marketing
  28. 28. The four SEO services most likely to be on the radar were: 1. Online PR optimisation (38%) 2. Joint 2) Competitor research (37%) & Link generation campaigns (37%) 3. Landing page development (35%) © Neutralize (**) - Search engine optimisation and marketing
  29. 29. What types of issues were impacting the success of your search engine marketing? © Neutralize (**) - Search engine optimisation and marketing
  30. 30. La ck of in te La rn ck a lr 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% of es ou D cl ie rc i ff ic nt e ul kn ty ow of -h im ow pl © Neutralize (**) - Search engine optimisation and marketing em en ta La t io n S ck tre of ng bu th dg P of et oo co rly m 414 respondents co pe nv ti t er io ti n n La g ck w of eb SEO “Obstacles to Successquot; C in si te om te pa rn ny al bu po y- li t in ic s /c ul tu re Lo w vo lu m e agency company
  31. 31. Pay Per Click “Obstacles to Successquot; 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% et ud ow n c gy e e e te io ffi m iv rc dg si lo fra -h tit ns lu tra ou eb bu no ow vo pe pe k es w ity ic ch of m kn ex w lr g Cl al te co Lo tin ck a qu of o rn or to La er of ck te or Po nv ds th in La Po co ng or of yw re ly ck St or Ke La Po agency 422 respondents © Neutralize (**) - Search engine optimisation and marketing client
  32. 32. New for 2008 © Neutralize (**) - Search engine optimisation and marketing
  33. 33. Facebook © Neutralize (**) - Search engine optimisation and marketing
  34. 34. Hitwise UK - Top 20 Websites - December, 2007 1. www.google.co.uk 7.69% 2. mail.live.com 3.13% 3. www.ebay.co.uk 2.66% 4. www.facebook.com 2.01% 5. www.google.com 1.72% 6. uk.msn.com 1.63% 7. www.bebo.com 1.49% 8. www.youtube.com 1.14% 9. www.myspace.com 1.01% 10. news.bbc.co.uk 1% 11. www.bbc.co.uk 0.87% 12. uk.mail.yahoo.com 0.85% 13. uk.yahoo.com 0.81% 14. www.orange.co.uk 0.78% 15. www.amazon.co.uk 0.77% 16. www.microsoft.com 0.75% 17. news.bbc.co.uk/sport 0.6% 18. images.google.co.uk 0.59% 19. www.wikipedia.org 0.49% 20. www.msn.com 0.48% Source: Hitwise (ranking is based on share of UK visits)http://www.hitwise.co.uk/datacenter/rankings.php © Neutralize (**) - Search engine optimisation and marketing
  35. 35. Social Media © Neutralize (**) - Search engine optimisation and marketing
  36. 36. 2008 survey is live today … • New report will include trends data plus new questions • Complete online survey and get free copy of report (normally worth £150) – URL = http://tinyurl.com/3al59r – Deadline = Thursday 6 March
  37. 37. http://tinyurl.com/3al59r
  38. 38. Questions? Linus Gregoriadis, E-consultancy.com Email: linus@e-consultancy.com Teddie Cowell, Neutralize (*/*) Email: teddie@neutralize.com
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