3 © Copyright 2000–2011 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions, contact [email protected] K EY FINDING : C ONTENT CREATION WORKS THE BEST , BUT TAKES THE MOST WORK Keyword and keyphrase research is an old standby. When done well, this research delivers results and creates a competitive advantage, explaining its popular levels of usage. Creating title tags is another keyword-related and commonly used tactic – one which marketers considered to be equally effective. Content creation stands apart in the cluster of tactics, both for its difficulty and its effectiveness. Good content creates buzz and attracts links. For this reason, marketers who commit to the effort required in creating quality content can improve their SEO positions. Chart: Three dimensional view of SEO tactics But, what is good and effective content? From the perspective of marketers surveyed, Web pages ranked Digital asset optimization Competitor Benchmarking SEO landing pages Blogging Social media integration External link building Content creation Internal linking URL structure Meta description tags Title tags Keyword and keyphrase research 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Level of Effectiveness Degree of Difficulty Sphere size indicates level of usage Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530
MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition 4 © Copyright 2000 – 2011 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions, contact [email protected] K EY FINDING : I NCREMENTAL SEO IMPROVEMENTS ADD UP TO LARGE GAINS Organizations that routinely follow a formal process and thorough guidelines for their SEO practices and programs reap the biggest bottom-line benefits. One example is lead quality. Organizations in the Trial or Transition phases for SEO performance management each had a percentage of natural search leads deemed "low-quality." In contrast, only organizations in the Strategic phase could declare that all leads from natural search traffic were either of the highest quality or of mixed quality.
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