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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.http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
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UK Search Engine Marketing Benchmark Report 2009
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Martin DinhamBusiness Development Manager Guava.co.uk
Email:[email protected]
Website:http://www.guava.co.uk/
Linus GregoriadisResearch Director Econsultancy.com
Email:[email protected]
Website:http://econsultancy.com
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Overview
Methodology
Findings Demand for search servicesSearch budget Objectives and effectivenessSearch engines Search planning and issues
Questions
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Methodology
Online survey in February and March
2009
Third annual UK Search Marketing Report
Includes client-side search marketers,
agencies,
Almost 900 respondents
436 company search marketers
341 supplier respondents
Vast majority of respondents are UK-based
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report | Course Title| 4
Demand for search services
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Use of paid search services Keyword research 70% 3%
ROI tracking and analysis 66% 7%
Automated bid management 55% 5%
Copywriting 53% n/a
Competitor research 46%9%
Contextual advertising 44% 4%
Landing page optimisation 40% -4%
Click fraud audits 29% -2%
Growth (since 2008)
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Use of SEO services
Keyword research 57% 5% Position monitoring 55% 7% Site technical audit 48% 7% Link generation campaigns 47% 6% Copywriting 46% 7% ROI tracking and analysis 44% 4% Search strategy definition 43% -1% Competitor research 42% 3% Submission process 39% -2% Online PR optimisation 38% 8% Landing page development 35% -5% Social media marketing consultation 29% n/a
Growth (since 2008)
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report | Course Title| 7
Search budgets
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Budget allocated to search and social media
• 46% of companies are spending at least £10,000 on SEO (compared to 42% last year).
• 32% are spending at least £100,000 on paid search (compared to 28% last year).
• 55% of companies are spending less than £5,000 on social media marketing.
25% do not know their social media spend.
SEO
Paid search
Social media marketing
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Annual change in budgets
SEO 55% 63%
Email 48% 39%
Social media marketing 48% 69%
Paid search (pay per click) 45% 48%
Affiliate marketing 32% 28%
Online display advertising 24% 17%
Mobile 22% 30%
Proportion of companies predicting increases in digital marketing spending
Companies Agencies
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
The proportion of companies who are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009.
For SEO, there has been an even bigger increase, from 20% to 35%.
Better measurement = greater investment
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report | Course Title|
11
Objectives and effectiveness
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Tracking ROI from SEO
Clicks / visitors
Number of sales
Value of sales
Leads
Position (branding)
Page impressions
Profit margin
Lifetime value
Telephone calls
No tracking
69%
47%
38%
36%
34%
29%
14%
13%
11%
9%
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Change in methods for SEO tracking since 2008
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Tracking ROI from paid search
Clicks / visitors
Number of sales
Value of sales
Leads
Page impressions
Position (branding)
Profit margin
Lifetime value
Telephone calls
No tracking
61%
53%
43%
37%
22%
19%
21%
19%
14%
13%
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Change in methods for Paid Search tracking since 2008
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Effectiveness of social media campaigns • Almost half of respondents surveyed don’t know how to assess the success of their social media campaigns.
Were your organisation's social media campaigns more or less successful than you expected?
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Factors impacting ROI from paid search
Higher cost of clicks 42% 57%
Credit crunch 37% 48%
Lower conversion rate 34% 47%
Less traffic (clicks) 18% 19% Changing Google’s trademark bidding policy 15% 20%
End of best practice funding 5% 6%
Companies Agencies
•Higher cost of clicks impacting ROI most significantly
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
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.”
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report | Course Title|
19
Search engines
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Search engines used for paid search
85% -1%
44% -5%
30% 0%
9% 0%
4% -3%
•Google is king •Yahoo has taken the biggest hit since 2008
Growth (since 2008)
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
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.”
"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)."“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.”
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report | Course Title|
22
Search planning and issues
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Involvement in different areas of search
Social media marketing 34% n/a
Local search 27% 7%
Shopping comparison sites 27% 3%
Vertical search 22% 6%
Mobile search 5% 0%
Pay-per-call 4% 1%
• Areas companies are currently involved with:
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
65%
49% 24%
39% 20%
38% 11%
31% 10%
31% 1%
Social media sites used for marketing
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Barriers to successful paid search
Keywords too expensive
Lack of budget
Poorly converting website
Lack of internal resource
Strength of competition
Poor quality traffic
Lack of know-how
Low volume
Poor technology
Click fraud
Staff recruitment issues
47%
38%
30%
29%
28%
17%
14%
12%
6%
6%
6%
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Change in barriers to successful paid search
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Barriers to effective SEO
Lack of internal resource
Lack of budget
Difficult of implementation
Strength of competition
Company politics / culture
Poorly converting website
Lack of internal buy-in
Lack of know-how
Low volume
Staff recruitment issues
44%
31%
25%
24%
22%
20%
19%
19%
9%
6%
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Change in barriers to effective SEO
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Do you carry out SEO in-house or via agency?
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
Summary• Better measurement of PPC and SEO returns is leading to greater investment, as companies turn to measurable media during the recession.
•Companies still get ROI from Google although marketplace is more competitive and CPCs are getting more expensive.
• 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.
• Many are struggling to measure and understand value.
| UK Search Engine Marketing Benchmark Report 2009 | http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
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 © Econsulancy.com Ltd 2009.
http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report