State of Search Marketing 2014

Transcription

1 Research State of Search Marketing 2014 Search Marketing Survey Report April 2014

2 State of Search Marketing 2014 While Marketing has undergone dramatic change in the last few years; Search Marketing undergoes massive changes every couple of months. Paid Search was changed inadvertently with the introduction of Mobile Advertisements which now have higher clickthrough rates than desktop PPC campaigns. Search Engine Optimization which traditionally focused on keyword research with content sometimes created to match the research is now content-first. It is crucial for marketers to keep abreast of these developments so as to prepare and tackle these changes in a way that buyers and business is not affected. Regalix conducted survey interviews with Business Leaders, Senior Marketing Executives and Practitioners from around the world to analyze the current practices and standards followed in order to understand the state of Search Marketing as it stands today. The report also comes with actionable tips and recommendations to help marketers utilize Organic and Paid Search Marketing in their organizations effectively. State of Search Marketing 2014 Survey Report / 01

3 Key Takeaways 96 marketers use Search Engine Marketing to provide informational / % educational content» tweet this «76 % marketers use Social Media to support and boost SEO» tweet this «71 marketers use broad-based information keywords to capture leads at the % top of the purchase funnel» tweet this «68 % marketers use Paid Search to accelerate lead generation» tweet this «61 56 % marketers use responsive web design as a part of their mobile SEO» tweet this «% marketers integrate Content Marketing with SEO» tweet this «47 B2B marketers believe that growth of Mobile Ads and Mobile % content is not significant to them» tweet this «State of Search Marketing 2014 Survey Report / 02

4 Content Officially the Heart and Soul of SEO Post-hummingbird it was clear that Google is now prioritizing enriching content over all other parameters for search rankings; marketers have now followed suit so much so that 56% report complete integration of Content Marketing with Search Engine Optimization practices. Content creation has surpassed other practices traditionally held to be the core of SEO such as meta tag research and deployment (68%) and link building (52%), which clearly points to the importance of valuable optimized content. 72 percent marketers create rich content as a part of their Organic Search Marketing. Level of Integration Between Search Engine Optimization Efforts and Following Digital Marketing Disciplines. Highly Integrated Somewhat Integrated Not Integrated 56% 25% 19% 33% 42% 25% 27% 50% 23% Content Marketing Paid Search Marketing Social Media Marketing 13% 38% 50% 46% 33% 21% 21% 46% 33% Mobile Marketing Marketing Digital Display Marketing Tactics Deployed by Marketers as Part of Organic Search Marketing SEO Landing Pages Content Creation Meta Tags Blogs Social Media Integration Link Building Responsive Design Asset Tags Rich Snippet Tags XML Sitemap More Content and Less Keyword Centric Digital Asset Optimization Employing a Multi-Screen Strategy Using Structured Data and Markup Language 75% 73% 69% 65% 54% 52% 42% 42% 29% 10% 8% 8% 2% 2% State of Search Marketing 2014 Survey Report / 03

5 Social Media and SEO When Google Plus results started getting included in Google s search results, it was clear that Social Media activity is going to play a crucial role in a brand s Organic Search rankings. Social Media activity has now become a crucial off-page tactic to attract Organic traffic. The importance of Social signals as ranking factors is now recognized by B2B marketers as 76% report using Social Media to support and boost their rankings on Search Engines. 96 percent of those who do report that LinkedIn is the most effective Social Media channel for SEO. Marketers Using Social Media Channels to Boost SEO Efforts 76% 24% Social Media Channels Rated on the Basis of Usage and Effectiveness [On a Scale of 5. 0 Being Lowest, 5 Being the Highest] Utilization Effectiveness 3% 2% 4% 3% 4% 3% Facebook LinkedIn Twiter 3% 3% 1% 1% 2% 2% YouTube StumbleUpon Google+ 2% 1% 2% 2% 1% 2% Instagram SlideShare Quora State of Search Marketing 2014 Survey Report / 04

6 One Size Does Not Fit All: Mapping Keywords to Corresponding Stages of Customer Buying Cycle It was demonstrated in the survey that Search Engine Optimization is used by marketers to advance prospects and buyers through the purchase cycle and is not directed to any one stage in the purchase funnel. However, different keywords are used to target prospects/ buyers at different stages: Awareness: This is the stage when a prospect might have identified her pain-point and is likely searching for solutions in a particular category or industry. 76 percent marketers use generic informational keywords to enhance awareness around brands, products and services and direct prospects to their site. Consideration: The stage when prospects are fully aware of the solution they want and are comparing your solution with those of other vendors. 52 percent marketers use keywords directing prospects to comparison pages on site to help prospects compare their solution with their competitors. 43 percent marketers also use keywords illustrating specific features such as cost, benefits etc. Intent: The stage when prospects have shown intent to purchase a product or service. Only 15% marketers use special offers or discounts to provide them with the necessary push to make a purchasing decision. 46 percent marketers use the same keywords directing prospects to comparison sites. Purchase: The stage when a prospect decides to purchase a solution. 50 percent of marketers use keywords indicating discounts or special offers to induce purchase. Consumption: The stage when a customer consumes or uses the product/service. Only 9% marketers make use of keywords that direct prospects to blog posts easing the consumption process. Satisfaction: The stage when a prospect is satisfied with the solution. 19 percent marketers use keywords that direct buyers to blog posts that create a positive impression in the minds of their customers, hence leaving them content and satisfied with their purchase. Engage: The stage when a buyer engages with the brand. 53 percent marketers use keywords that direct to blogs where buyers can engage with the brand directly. Repurchase: The stage when buyers return and repurchase from a brand. 25 percent marketers use keywords with special discounts and offers to existing customers to make them purchase more and keep returning to the brand. State of Search Marketing 2014 Survey Report / 05

7 Keyword Strategy Used by Marketers During the Corresponding Stages of Customer Buying Cycle 76% 39% 6% 6% 3% 3% 9% 0% Awareness Consideration Intent Purchase Consumption Satisfaction Engagement Repurchase Using Generic Informational Keywords 24% 52% 46% 12% 0% 9% 15% 6% Using Keywords Directing Prospects To Comparison Pages On Site 56% 41% 19% 9% 0% 16% 22% 16% Gaining Editorial Traction In Third Party Publications 19% 44% 25% 41% 16% 9% 6% 13% Specific Features Such As Cost, Benefits Etc 13% 25% 16% 50% 9% 19% 16% 25% Special Offers And Discounts 41% 38% 28% 9% 9% 13% 44% 6% Using Placement Targeting 56% 41% 25% 6% 9% 19% 53% 22% Creating Blog Posts State of Search Marketing 2014 Survey Report / 06

8 Use Paid Search for Selling; Organic for Informational Purposes Although Organic Search Marketing is used extensively to advance customers at each stage of the purchase funnel, marketers have a preference for using Search Engine Marketing during the latter stages of the buyers purchase journey. 95 percent marketers use Search Engine Marketing for promoting satisfaction and inducing loyalty among their existing customers. Paid Search Marketing on the other hand is used at the top of the funnel, majorly for enhancing lead generation. 68 percent marketers use Paid Search to accelerate lead generation; while 63% marketers use it to sell products and services online. Marketers use a variety of tactics for lead generation as a part of Paid Search Marketing. The majority, around 71% marketers use broad-based information keywords to capture prospects at the top of the funnel. The next most popular tactic is using exact match and negative keywords to avoid appropriate/irrelevant clicks, say 61% of marketers. The top three goals for Search Engine Marketing are providing educational/informative content (96%), establishing oneself as a thought leader (86%) and enhancing brand reputation and awareness reported by 83% marketers surveyed. Search Marketing Technique(s) Used by Marketers During the Different Stages of Customer Buying Cycle Organic Search Paid Search (PPC) 86% 61% 86% 54% 70% 52% 80% 52% 87% 22% Awareness Consideration Intent (to purchase) Purchase Consumption 91% 24% 73% 48% 83% 39% 95% 10% Loyalty Repurchase Engagement Satisfaction State of Search Marketing 2014 Survey Report / 07

9 Tactics Deployed by Marketers as Part of Paid Search Marketing Collate location, browsing and purchase history for better targeting Use broad based information keywords to capture prospects at the top of the funnel Employing multi-screen campaigns (smartphones, desktops, tablets etc.) Creating highly targeted ad groups A/B testing landing page content Using "exact match" and "negative keywords" to avoid inappropriate/irrelevant clicks 43% 43% 14% 29% 29% 43% 14% 14% Focus on longer-tail key-phrases to avoid irrelevant clicks Remarketing Top Three Goals Your Company is Trying to Achieve Through the Following Search Marketing Strategies Paid Search (PPC) Organic Search 63% 83% 63% 67% 68% 68% 32% 86% 38% 96% 61% 84% Enhance Brand Reputation and Awareness Sell Products and Services Online Accelerate Lead Generation Establish Oneself as Thought Leader Provide Educational / Informational Content Drive Traffic to Website State of Search Marketing 2014 Survey Report / 08

10 Budget Apportionment Search on an Upward Swing With content creation becoming an indispensable part of Search Marketing, marketers now spend a major chunk of their budget towards it. 43 percent marketers apportion 20 to 40% of their budgets towards Content marketing. Less than 20% of budgets are apportioned towards display, paid and organic search. As the results indicate, there is an emerging trend of decrease in Paid Search budgets in the coming months. This leads to a clear forecast that Organic Search may take over Paid Search. 48 percent marketers say that they will increase investment by 10 to 30% in 2014, while another 80% marketers indicate a reduction in spends by 10%. With Inbound marketing tactics such as Content marketing now becoming more crucial to gaining traffic, marketers are now investing their funds in Organic Search Marketing which is more inbound and content-centric. Percent of Total Marketing Budget that is Spent on the Following Search Marketing Disciplines <20% 20 to 40% 40 to 60% 60 to 80% >80% 61% 21% 14% 4% 0% Paid Search 54% 21% 18% 4% 4% Organic Search 50% 39% 4% 7% 0% Social Media Marketing 32% 43% 18% 7% 4% Content Marketing 68% 25% 7% 0% 0% Display Advertising State of Search Marketing 2014 Survey Report / 09

11 Paid Search Budget Changes Over the Next 12 Months INCREASE DECREASE 44% 80% 0-10% 48% 10% 10-30% 30-50% 4% 10% 50-70% 4% 0% % 0% 0% State of Search Marketing 2014 Survey Report / 10

12 Organic and Paid Mobile Search Largely Untapped Traffic from mobile devices such as smartphones, tablets etc have been soaring for the past few years. Between 2011 to 2012, there was 103% growth in website traffic from these sources for businesses 1. Professionals are using mobile devices for everything from searching for product information to interacting with partners/vendors. It is found that six out of ten global executives are using tablets 1. Despite the surge in mobile usage and traffic, the survey found that 47% of B2B marketers do not capitalize on this and believe that the continued growth of Mobile Ads and mobile content is not significant to them. As seen earlier, desktop PPC is decaying with marketers not gaining the desired results. Mobile Advertisements provide B2B marketers with potential to reach mobile executives in a whole new way. However, marketers currently spend less than 10% of Paid Search budgets on Mobile Ads. The good news is that marketers are not ignoring mobile altogether and use it for mobile SEO. 61 percent marketers use responsive web design as a part of their mobile SEO. Responsive web design refers to the type of design which adapts the size of the page, content etc. to the screen size used by the browser. Search Marketing Trends in Order of Significance for Your Company/Brand in the Year 2014 Highly Significant Significant Not Significant 24% 29% 47% 69% 31% 0% 37% 42% 21% Continued Growth of Mobile ads and Mobile Content Rise in the Quantity and Quality of Content Creation Increasing Importance of Knowledge Graph and Semantic SEO 28% 64% 8% 33% 56% 10% 24% 40% 37% Deeper Convergence with Social Media (Targeted ads, Contextual Suggestions etc) Surge in Video Searches Local SEO 1 Can Your Business Really Afford to Ignore the Mobile Market, 1 Global executives double their use of tablets, State of Search Marketing 2014 Survey Report / 11

13 Tactics Predominately Used by Marketers as Part of Mobile SEO Efforts Responsive Web Design Using Mobile Optimized Keywords Mobile XML Sitemap Other 61% 33% 25% 22% State of Search Marketing 2014 Survey Report / 12

14 Metrics and Measurement The top three metrics for gauging PPC campaigns performance are directly related to conversion rates. 88 percent marketers use conversion rates to measure the success of PPC campaigns, 76% who use number of leads and 56% marketers use cost per click metrics to determine the return on PPC investments. When it comes to Organic Search Marketing, 92% marketers use site traffic metrics to determine the success or failure of Search Engine Optimization efforts. Since SEO is used to target prospects/buyers during each stage of the buying cycle, marketers also use conversion metrics to determine its performance. Top Three Metrics Used by Marketers to Gauge Success of Search Engine Marketing (PPC) Campaigns Cost Per Click Conversion Rate Cost Per Acquisition Position Quality Score Leads 56% 88% 52% 28% 32% 76% Important Metrics Used to Gauge the Success of Search Engine Optimization Efforts Site Traffic Metrics Conversion Rate Number of Leads Acquired Position Page Rank Customer Engagement Profitability of Sales Others 92% 54% 67% 49% 39% 41% 23% 3% State of Search Marketing 2014 Survey Report / 13

15 Challenges 56 percent marketers find it challenging to stay abreast of changing Search Engine indexing algorithms and technology updates, which supersedes instances such as cross-channel integration. This ties with the challenge of measuring ROI. Return on PPC campaigns can be assessed by looking at cost and profitability metrics but measuring the return on SEO is slightly more challenging with most marketers still relying mostly on site metrics to measure performance. A direct tie of site traffic needs to be made with business goals such as revenue or cost to determine true ROI which with the state of measurement today poses a huge challenge for marketers. Key Challenges Faced by Marketers when Managing Search Engine Optimization Efforts Staying Abreast of Search Engines' Indexing Algorithms and Technology Updates Choosing Optimal Keyword Phrases Cross-Channel Integration With Other Online/Offline Channels Mobile Optimization Executing a Multi-Screen Strategy Budget Constraints Measuring ROI Others 56% 44% 46% 31% 31% 39% 56% 8% State of Search Marketing 2014 Survey Report / 14

16 Recommendations Based on our analysis of current industry practices and trends, here is a list of recommendations to enhance your Search Marketing practices: Content is now the core of Search Engine Marketing and should be treated as such. Ensure that Content Marketing is tightly integrated with Search Engine Marketing Have pages on your site with keywords that cater to different stages of your buyer s customer journey Utilize Social Media channels for Organic and Paid Search Marketing otherwise one faces the risk of losing crucial traffic Utilize Search Engine Marketing to retain buyers during the latter stages of the buying cycle Utilize Paid Search especially to accelerate lead generation Mobile Ads are a huge untapped potential for B2B marketers and should be tapped for capturing leads and buyers State of Search Marketing 2014 Survey Report / 15

17 About the Analysts Tabish Khan Associate Director Tabish leads the Search Marketing strategy for Regalix and its customers. His research is focused on the new best practices for strategy, planning, execution, measurement, analysis, and optimization of Search programs. He helps executives and organizations around the world develop strategies that seize the competitive edge, find new customers and develop more profitable relationships. Belmond Victor Senior Analyst Belmond Victor is a Senior Analyst serving marketing professionals. He studies the evolution and role of search and social networking, the new consumer behaviours they produce to help brands ride the digital disruption wave. He advises both large and small B2B organizations on how to capitalize on these trends through data driven innovation. State of Search Marketing 2014 Survey Report / 16

18 About Regalix Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital technology and marketing. For over a decade, we have provided complete marketing services Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics to companies such as CA Technologies, Citi, Apple, ebay, Cisco, VMWare, NetApp, Cypress, LSI, Keynote, and MetricStream For more information To find out how Regalix Research can help you, please contact our office, or visit us at Regalix Research 1121 San Antonio Road, Suite # B200 Palo Alto, CA Phone: research@regalix-inc.com