UK Search Engine Benchmark Report 2009


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The UK Search Engine Marketing Benchmark Report 2009, carried out in association with search agency Guava, contains a comprehensive analysis of the UK search marketing environment.

The 71-page report, covering Search Engine Optimisation, Paid Search and Social Media Marketing, is based on an online survey of nearly 900 respondents in February and March 2009.

Published in: Business, Technology
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UK Search Engine Benchmark Report 2009

  1. 1. UK Search Engine Marketing Benchmark Report 2009 Martin Dinham Business Development Manager Email: [email_address] Website: Linus Gregoriadis Research Director Email: [email_address] Website:
  2. 2. Overview <ul><li>Methodology </li></ul><ul><li>Findings </li></ul><ul><ul><ul><li>Demand for search services </li></ul></ul></ul><ul><ul><ul><li>Search budget </li></ul></ul></ul><ul><ul><ul><li>Objectives and effectiveness </li></ul></ul></ul><ul><ul><ul><li>Search engines </li></ul></ul></ul><ul><ul><ul><li>Search planning and issues </li></ul></ul></ul><ul><ul><ul><li>Questions </li></ul></ul></ul>
  3. 3. Methodology <ul><li>Online survey in February and March 2009 </li></ul><ul><li>Third annual UK Search Marketing Report </li></ul><ul><li>Includes client-side search marketers, agencies, </li></ul><ul><li>Almost 900 respondents </li></ul><ul><ul><ul><li>436 company search marketers </li></ul></ul></ul><ul><ul><ul><li>341 supplier respondents </li></ul></ul></ul><ul><li>Vast majority of respondents are UK-based </li></ul>
  4. 4. | Course Title | Demand for search services
  5. 5. Use of paid search services <ul><li>Keyword research 70% 3% </li></ul><ul><li>ROI tracking and analysis 66% 7% </li></ul><ul><li>Automated bid management 55% 5% </li></ul><ul><li>Copywriting 53% n/a </li></ul><ul><li>Competitor research 46% 9% </li></ul><ul><li>Contextual advertising 44% 4% </li></ul><ul><li>Landing page optimisation 40% -4% </li></ul><ul><li>Click fraud audits 29% -2% </li></ul>Growth (since 2008)
  6. 6. Use of SEO services <ul><li>Keyword research 57% 5% </li></ul><ul><li>Position monitoring 55% 7% </li></ul><ul><li>Site technical audit 48% 7% </li></ul><ul><li>Link generation campaigns 47% 6% </li></ul><ul><li>Copywriting 46% 7% </li></ul><ul><li>ROI tracking and analysis 44% 4% </li></ul><ul><li>Search strategy definition 43% -1% </li></ul><ul><li>Competitor research 42% 3% </li></ul><ul><li>Submission process 39% -2% </li></ul><ul><li>Online PR optimisation 38% 8% </li></ul><ul><li>Landing page development 35% -5% </li></ul><ul><li>Social media marketing consultation 29% n/a </li></ul>Growth (since 2008)
  7. 7. | Course Title | Search budgets
  8. 8. Budget allocated to search and social media <ul><li>46% of companies are spending at least £10,000 on SEO (compared to 42% last year). </li></ul><ul><li>32% are spending at least £100,000 on paid search (compared to 28% last year). </li></ul><ul><li>55% of companies are spending less than £5,000 on social media marketing. </li></ul><ul><ul><li>25% do not know their social media spend. </li></ul></ul>SEO Paid search Social media marketing
  9. 9. Annual change in budgets <ul><li>SEO 55% 63% </li></ul><ul><li>Email 48% 39% </li></ul><ul><li>Social media marketing 48% 69% </li></ul><ul><li>Paid search (pay per click) 45% 48% </li></ul><ul><li>Affiliate marketing 32% 28% </li></ul><ul><li>Online display advertising 24% 17% </li></ul><ul><li>Mobile 22% 30% </li></ul>Proportion of companies predicting increases in digital marketing spending Companies Agencies
  10. 10. <ul><li>The proportion of companies who are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009. </li></ul><ul><li>For SEO, there has been an even bigger increase, from 20% to 35%. </li></ul>Better measurement = greater investment
  11. 11. | Course Title | <ul><ul><li>Objectives and effectiveness </li></ul></ul>
  12. 12. Tracking ROI from SEO <ul><li>Clicks / visitors Number of sales </li></ul><ul><li>Value of sales </li></ul><ul><li>Leads </li></ul><ul><li>Position (branding) </li></ul><ul><li>Page impressions </li></ul><ul><li>Profit margin </li></ul><ul><li>Lifetime value </li></ul><ul><li>Telephone calls </li></ul><ul><li>No tracking </li></ul>69% 47% 38% 36% 34% 29% 14% 13% 11% 9%
  13. 13. Change in methods for SEO tracking since 2008
  14. 14. Tracking ROI from paid search <ul><li>Clicks / visitors Number of sales </li></ul><ul><li>Value of sales </li></ul><ul><li>Leads </li></ul><ul><li>Page impressions </li></ul><ul><li>Position (branding) </li></ul><ul><li>Profit margin </li></ul><ul><li>Lifetime value </li></ul><ul><li>Telephone calls </li></ul><ul><li>No tracking </li></ul>61% 53% 43% 37% 22% 19% 21% 19% 14% 13%
  15. 15. Change in methods for Paid Search tracking since 2008
  16. 16. Effectiveness of social media campaigns <ul><li>Almost half of respondents surveyed don’t know how to assess the success of their social media campaigns. </li></ul><ul><li>Were your organisation's social media campaigns more or less successful than you expected? </li></ul>
  17. 17. Factors impacting ROI from paid search <ul><li>Higher cost of clicks 42% 57% </li></ul><ul><li>Credit crunch 37% 48% </li></ul><ul><li>Lower conversion rate 34% 47% </li></ul><ul><li>Less traffic (clicks) 18% 19% </li></ul><ul><li>Changing Google’s trademark </li></ul><ul><li>bidding policy 15% 20% </li></ul><ul><li>End of best practice funding 5% 6% </li></ul>Companies Agencies <ul><li>Higher cost of clicks impacting ROI most significantly </li></ul>
  18. 18. Factors affecting ROI from SEO and paid search “ Recession/credit crunch leading to less people looking to buy things.” “ We're really feeling the pressure - our budgets are getting smaller and smaller, so we are not able to outsource any of our search activities to specialist providers. Therefore, the search work isn't managed as well as it could be.” “ Cost of clicks is now approaching the cost of custom building landing pages making SEO more cost effective.” “ For SEO, difficulty tracking (our issues with tagging) and in PPC the high cost of 'generic/non-branded' terms when matched to our conversion rates.”
  19. 19. | Course Title | Search engines
  20. 20. Search engines used for paid search <ul><li>85% -1% </li></ul><ul><li>44% -5% </li></ul><ul><li>30% 0% </li></ul><ul><li>9% 0% </li></ul><ul><li>4% -3% </li></ul><ul><li>Google is king </li></ul><ul><li>Yahoo has taken the biggest hit since 2008 </li></ul>Growth (since 2008)
  21. 21. Effectiveness of particular search engines “ Google is massively dominant. The others aren’t worth the effort at all for us.” “ Yahoo is cheaper but the quality is poor, whereas, Google has become more expensive with tighter competition but the quality has remained the same.” &quot;Google is head and shoulders above the rest. Yahoo is falling behind. Live is very distant third - mainly used by people who can't figure out how to change default search engine (who are unlikely to purchase our products).&quot; “ I have always seen Yahoo as having very high impressions and low CTR and low conversions, Microsoft as having very low impressions but high CTR and conversions, and Google being a nice middle ground.”
  22. 22. | Course Title | Search planning and issues
  23. 23. Involvement in different areas of search <ul><li>Social media marketing 34% n/a </li></ul><ul><li>Local search 27% 7% </li></ul><ul><li>Shopping comparison sites 27% 3% </li></ul><ul><li>Vertical search 22% 6% </li></ul><ul><li>Mobile search 5% 0% </li></ul><ul><li>Pay-per-call 4% 1% </li></ul><ul><li>Areas companies are currently involved with: </li></ul>
  24. 24. Social media sites used for marketing <ul><li>65% </li></ul><ul><li>49% 24% </li></ul><ul><li>39% 20% </li></ul><ul><li>38% 11% </li></ul><ul><li>31% 10% </li></ul><ul><li>31% 1% </li></ul>
  25. 25. Barriers to successful paid search <ul><li>Keywords too expensive Lack of budget </li></ul><ul><li>Poorly converting website </li></ul><ul><li>Lack of internal resource </li></ul><ul><li>Strength of competition </li></ul><ul><li>Poor quality traffic </li></ul><ul><li>Lack of know-how </li></ul><ul><li>Low volume </li></ul><ul><li>Poor technology </li></ul><ul><li>Click fraud </li></ul><ul><li>Staff recruitment issues </li></ul>47% 38% 30% 29% 28% 17% 14% 12% 6% 6% 6%
  26. 26. Change in barriers to successful paid search
  27. 27. Barriers to effective SEO <ul><li>Lack of internal resource </li></ul><ul><li>Lack of budget </li></ul><ul><li>Difficult of implementation </li></ul><ul><li>Strength of competition </li></ul><ul><li>Company politics / culture </li></ul><ul><li>Poorly converting website </li></ul><ul><li>Lack of internal buy-in </li></ul><ul><li>Lack of know-how </li></ul><ul><li>Low volume </li></ul><ul><li>Staff recruitment issues </li></ul>44% 31% 25% 24% 22% 20% 19% 19% 9% 6%
  28. 28. Change in barriers to effective SEO
  29. 29. Do you carry out SEO in-house or via agency?
  30. 30. Summary <ul><li>Better measurement of PPC and SEO returns is leading to greater investment, as companies turn to measurable media during the recession. </li></ul><ul><li>Companies still get ROI from Google although marketplace is more competitive and CPCs are getting more expensive. </li></ul><ul><li>Marketers are in the experimental stage when it comes to social media, though large numbers now use sites such as Facebook and Twitter for marketing. </li></ul><ul><li>Many are struggling to measure and understand value. </li></ul>
  31. 31. Questions? All rights reserved. No part of this presentation 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 © Ltd 2009. <ul><li> </li></ul>