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2011 Search Marketing Benchmark Report – SEO Edition
US $447 / ISBN:
978-1-936390-01
Copyright © 2010 by MarketingSherpa LLCAll rights reserved. No part of this report may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopying, recording, faxing, emailing, posting onlineor by any information storage and retrieval system, without written permission from the Publisher. To purchase additional copies of this report, please visithttp://www.SherpaStore.comYes, bulk discounts are available for multiple copies. Contact:Customer ServiceMarketingSherpa LLC+1 (877) 895-1717 (outside US, call +401-247-7655)Service@SherpaStore.com499 Main StreetWarren, RI 02885 USA
2011 Search Marketing Benchmark Report – SEO Edition
Research and Insights on Managing the Evolving Search and SocialClimate for Optimal Results
Lead AuthorJen Doyle, Senior AnalystContributorsSergio Balegno, Research DirectorProduction EditorBrad Bortone, Editorial Production Manager
i© Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
 
MarketingSherpa 2011 Search Marketing Benchmark Report – SEO Edition
ii © Copyright 2000–2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner.For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com
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Table of Contents .................................................................................................................... ii
 
Director’s Note ......................................................................................................................... 2
 
Executive Summary ................................................................................................................ 3
 
The state of search marketing ............................................................................................................... 4 
 
Chart: Integrating social media into search marketing plans ......................................................... 4
 
Chart: SEO maturity....................................................................................................................... 5
 
Chart: The expected future impact of search innovations .............................................................. 6
 
Achieving balance of search and social marketing for achieving optimal impact .................................. 7 
 
Chart: The effectiveness of SEO objectives and social media objectives ...................................... 7
 
Chart: Average target keyword rankings by social media use ....................................................... 8
 
Chart: Organic conversion rates by social media use .................................................................... 9
 
Perceptions of SEO ............................................................................................................................ 10 
 
Chart: Perceptions of SEO at budget time ................................................................................... 10
 
Search and social partnerships ........................................................................................................... 11
 
Chapter 1: Organic Benchmarks ......................................................................................... 12
 
Budgeting for SEO ................................................................................................................ 13
 
Online marketing budgets ................................................................................................................... 13 
 
Chart: Online marketing’s share of the budget ............................................................................ 13
 
Chart: Online marketing budget allocation ................................................................................... 14
 
Staffing is the greatest SEO expense ................................................................................................. 15 
 
Chart: SEO budget allocation ...................................................................................................... 15
 
Chart: SEO budget allocation by organization size ...................................................................... 16
 
Chart: SEO budget allocation by primary market ......................................................................... 17
 
Chart: SEO budget allocation by industry sector ......................................................................... 18
 
Chart: SEO budget allocation by social media use ...................................................................... 19
 
Increasing SEO budgets ..................................................................................................................... 20 
 
Chart: Expected changes in SEO budgets .................................................................................. 20
 
Chart: Expected changes in SEO budgets by organization size .................................................. 21
 
Chart: Expected changes in SEO budgets by primary market ..................................................... 22
 
Chart: Expected changes in SEO budgets by industry sector ..................................................... 23
 
Chart: Expected changes in SEO budgets by SEO maturity ....................................................... 24
 
Investing in SEO ................................................................................................................................. 25 
 
Chart: SEO budgets..................................................................................................................... 25
 
Chart: SEO budgets by organization size .................................................................................... 26
 
Chart: SEO budgets by primary market ....................................................................................... 27
 
Chart: SEO budgets by industry sector ........................................................................................ 28
 
Chart: SEO budgets by social media use .................................................................................... 29
 
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