Professional Documents
Culture Documents
But what will be the most challenging obstacles to SEO marketing success in the year ahead and how will marketers overcome
them?
To find out, Demand Metric in partnership with Ascend2, fielded the SEO Marketing Survey and completed interviews with 442
marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing
their valuable insights with us.
In this edition of our study, SEO Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies
and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not.
This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation
materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as
published.
3
ACHIEVING REVENUE GOALS
Figure 1: Revenue Goal Achievement
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
4
SEO STRATEGY OBJECTIVES
Figure 2: Most Important SEO Strategy Objectives for the Upcoming Year
Study participants were asked to choose the most
Most Important SEO Strategy Objectives important objectives for their SEO strategies for the
Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals upcoming year. They were encouraged to select all options
that applied to their current initiatives. The responses are
Increase website traffic
58% presented in Figure 2.
53%
Increase lead generation
54%
56% For both segments surveyed in this report, increasing
Improve natural search rankings
54% website traffic, increasing lead generation and
54%
37% improving natural search rankings were ranked as the
Increase traffic conversion rate
33% top three objectives for the upcoming year. Ultimately,
Improve brand awareness
24% the top three choices are interrelated since increases in
36%
23% website traffic and leads generated are often the result of
Attribute sales revenue to SEO
26% an improvement in natural search rankings.
Increase content development
23%
18%
14%
Unfortunately, both segments are not putting much
Improve analytics and reporting
14% emphasis on improving analytics and reporting for
0% 20% 40% 60% SEO strategies, ranking it at the bottom on the list. In
order to improve the top three objectives, organizations will
need improved analytics and reporting to understand where
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
web traffic is coming from, how leads are being generated
and how search rankings stack up with similar websites.
5
CURRENT SEO PROGRAM SUCCESS
Figure 3: Self-Assessment Ratings for Current SEO Program Success
This study sought to understand what type of success, if
Ratings for Current SEO Program Success any, organizations area experiencing with SEO efforts.
Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals Participants were asked to assess their current SEO
80% programs as either “Very successful,” “Somewhat
successful,” or “Not successful.” The results of this inquiry
are presented in Figure 3.
60% 68%
61% Overall, 89% of organizations attaining or exceeding
revenue goals and 64% of organizations not achieving
40% revenue goals report some level of success with SEO,
whether significantly or only slightly.
36%
20%
Companies that are not achieving revenue goals are three
21% times more likely to report that their SEO program is “Not
3% successful” than their achieving counterparts.
11%
0%
Very successful Somewhat successful Not successful On the flip side, companies that achieve or exceed
their revenue goals are seven times more likely to have
a “Very successful” SEO program than are those not
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
achieving their revenue goals.
6
OBSTACLES TO ACHIEVING SEO OBJECTIVES
Figure 4: Most Challenging Obstacles to Achieving SEO Objectives
As with any strategic initiative, there can be risks and
Obstacles to Achieving SEO Objectives obstacles to achieving the ultimate goals of any SEO
Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals
program or initiative. Study participants were given a list of
common obstacles to achieving SEO success and were
Limited SEO budget
41% asked to choose all obstacles that they are currently facing.
49%
Attributing sales to SEO
33%
24% Figure 4 illustrates the results of these responses.
Limited SEO skills in-house
31%
55%
30%
It comes as no surprise that limited budget allocations for
Understanding search algorithms
34% SEO programs is one of the top challenges for both
Optimizing content with keywords
30% segments surveyed in this report. Obtaining the proper
25%
26%
budget to staff and resource SEO can be difficult as
Lack of quality content
25% SEO requires full-time staff to monitor all activities as
Lack of an effective strategy
21% they happen and the specific skills to ensure the
44%
18%
initiatives are optimized.
Identifying new keywords
18%
0% 20% 40% 60% Companies struggling to achieve their revenue goals are
more likely to lack the budget and skills necessary to
achieve their important SEO objectives. The lack of an
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
effective SEO strategy only serves to worsen the problem.
7
SEO TACTIC EFFECTIVENESS
Figure 5: Most Effective SEO Tactics Use to Achieve Objectives
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
8
CHANGES IN SEO EFFECTIVENESS
Figure 6: Changes in SEO Effectiveness Over the Past Year
9
SEO TACTIC EXECUTION
Figure 7: Most Difficult SEO Tactics to Execute
SEO Marketing Benchmark Survey, Demand Metric and Ascend2, April 2014, n=442
11
SEO PERFORMANCE METRICS
Figure 9: Most Useful Metrics for Tracking & Analyzing SEO Performance
12
ABOUT SPONSOR
Searchmetrics is the pioneer and leading global enterprise platform for search experience optimization. Search Experience
Optimization combines SEO, content, social media, PR and analysis to create the foundation for developing and executing an
organic search strategy. It places the spotlight on the customer, contributing to a superior and memorable purchase experience.
Enterprises and agencies use the Searchmetrics Suite to plan, execute, measure and report on their digital marketing strategies.
Supported by a continually updated global database, Searchmetrics answers the key questions asked by SEO professionals and
digital marketers. It delivers a wealth of forecasts, analytic insights and recommendations that boost visibility and engagement,
and increase online revenue. Many respected brands, such as T-Mobile, eBay, Siemens and Symantec, rely on the Searchmetrics
Suite.
Searchmetrics has offices in Berlin, San Mateo, New York, London, and Paris, and is backed by Holzbrinck Digital, Neuhaus
Partners and Iris Capital.
13
ABOUT DEMAND METRIC & ASCEND2
About Demand Metric
Demand Metric is a global marketing research & advisory firm serving a membership community of over 45,000 marketing
professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting
methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the
marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting
firms to members of the Global 1000.
About Ascend2
Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing
professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and
analytical commentary.
Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark
reports for community members. Learn more about Ascend2 at www.Ascend2.com.
14
APPENDIX – SURVEY BACKGROUND
Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and
international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and
geographic regions.
The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute
survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively.
The Demand Metric and Ascend2 2014 SEO Marketing Benchmark Report was administered online in April 2014. During this
period, 442 responses were collected that were qualified and complete enough for inclusion in the analysis.
Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:
15
Benchmark Report