SEO: Benchmarking Research
B2B Marketing, January 2011, Pages: 46
This SEO benchmarking report is designed to help B2B marketers improve the search engine optimisation (SEO) of their websites through in-depth data and analysis on current trends, spending patterns and results, drawn exclusively from business brands from all sectors.
Overview:
The power of search engines and business buyers’ growing reliance of them as an information source mean that search engine optimisation (SEO – sometimes known as ‘natural search’) is an increasingly critical marketing discipline. Yet at the same time, the often complex processes involved with optimisation, combined with the obscure set of rules and algorithms used by the search engines to deliver results, means getting SEO right can be extremely difficult, costly and time-consuming process.
This SEO benchmarking report is designed to help marketers cut through the hype and complexity surrounding SEO, and provide clear and actionable insight on trends attitudes and most important of all a clear view of which search marketing techniques are proving to be most effective, and which are less so. The guide also focuses on the integration of SEO with paid search (pay-per-click) demonstrating how these two distinct but related tools best work together in harmony.
This research will help you:
- Benchmark your current SEO activities - enable comparison with other B2B marketers and brands on activity, spend and ROI
- Qualify your own results - determine whether you are maximising the potential of your activity or spend
- Generate better reports and validate ROI - assist in reporting to senior or board level personnel
- Optimise your future spending plans - enable the right search marketing strategy to be utilised and delivered going forward
Executive summary
Section 1 Methodology and participant group
1.1 Survey design and data collection
1.2 What’s your job title?
1.3 Level of budgetary control
1.4 Size of organisation
1.5 Industry sector
Section 2 Current use of search marketing
2.1 Activity in the past 12 months
2.2 Expectations in the next 12 months
2.3 Primary reasons for increased spend
2.4 Comparing percentage increase in spend
2.5 Percentage of spend currently assigned
Section 3 SEO versus PPC
3.1 SEO and PPC activity in past 12 months
3.2 Relating SEO and PPC activity with size of company
3.3 Proportion of spend allocated to SEO relative to PPC
3.4 Comparing ROI from SEO with that of PPC
3.5 Increase in spend allocation between SEO and PPC
3.6 Bidding for competitor’s company or brand names
Section 4 SEO tactics
4.1 Tailoring SEO to buying cycle or decision makers
4.2 How SEO is tailored
4.3 How many keywords are targeted through SEO
4.4 SEO tactics employed in past 12 months
4.5 Tactics that have made the biggest impact
4.6 Challenges to search marketing activity
4.7 Identifying potential keywords
4.8 Reviewing keywords being targeted through SEO
4.9 Keyword targeting activity in past 12 months
4.10 Keywords for SEO and PPC
Section 5 Measurement
5.1 Comparing measurement techniques
5.2 Comparing useage of web specific platforms
5.3 Tools to monitor SEO activity
Section 6 Outsourcing
6.1 How much search marketing is outsourced
6.2 Comparing organisation size with level of outsourcing
6.3 Types of agencies/consultants used for outsourcing
6.4 Use of single partners for outsourcing
6.5 Use of multiple partners for outsourcing
6.6 Levels of outsourcing in next 12 months
6.7 Outsourcing compared with size of organisation
6.8 Evaluating search marketing partners
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