SEO study: Measurable results are key, but without strategy…

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Would you like to know what tactics B2B and B2C marketers use to achieve a powerful Search Engine Optimization (SEO) strategy? Well, then you should read the latest MarketingSherpa „2012 Search Marketing Benchmark Report – SEO Edition“. But only if you have time to read a 202-page paper. If not, find the latest insights in brief on SEO habits and effectiveness according to more than 1.500 respondents.

Although SEO is one of the main topics in meetings with clients these days, marketing decision makers tend to ignore the strategic approach. The study shows the discrepancy between what marketers want and are willing to invest…
– Developing a SEO strategy is a top challenge but ranks as bottom objective
– Organic SEO via Content creation is a winner but costs many resources
– Established SEO processes generate future investments in SEO
– Incremental SEO improvements add up to large profits
– Local business listings tactics are underutilized

Many organisations are not challenging a strategic plan. The tactical approach still rules the daily business with clear focus on fast tactical objective turnarounds (i.e. leveraging website traffic, lead generation and measurable ROI). Understanding and evaluating digital assets from a SEO point of view is still not a strategic topic in businesses. Only 27% of companies surveyed responded they consider planning an effective SEO strategy an important objective.

However, companies put massive importance on measurable results. The study claims the benefit of Inbound Marketing by some helpful numbers…
– Use Social Media – Revenue goes up 114% and Leads 30%
– Find and test niche content: Organic traffic increased by 40%
– Revamp and optimize web content – Doubles lead conversions

The graphic below illustrates the value if various tactics and how to position them for your strategic efforts.

Spot On!
The above numbers sound as if SEO needs to become a strategic focus of your web strategy – and yes, it should. However, content marketing as an inbound marketing tactic stays a challenge for marketers, especially if it shall be authentic, story-telling and benefitial for users. No wonder it is one of the most difficult processes. BUT it is still considered to gain best returns. Nevertheless, the best SEO strategy needs to have the right approach from data capture to generating leads through to good landing pages, leverage mobile and finally do lead nurturing. And it needs to take into account the right follow up process from customer service and sales to complete a SEO strategy.

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2 Kommentare zu "SEO study: Measurable results are key, but without strategy…"

  1. Top Motion | Internet Marketing blog » SEO study: Measurable results are key, but without strategy… am 30.06.2011 09:14 

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  2. SEO study: Measurable results are key, but without strategy… am 30.06.2011 12:09 

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