Presentation by Chad from online SEO Conference 6th of November "WebPromo SEOday"

1. 2015 State of
Search
Industry
Report
SEMPO Research Committee

2. Thank You
2
Global Sponsors:
Research Partners:

3. Which most accurately describes the organization you work for?
2013 n=402
2014 n=573
Type of Organization
63%
37%
2013 Results
64%
36%
2015 Results
Agency or consultant
Marketer/Client

4. Business Focus;
Fewer firms in mainly B2C, many focus on both
4
59%
21%
20%
29% 29%
41%
62%
25%
13%
54%
14%
32%
0%
10%
20%
30%
40%
50%
60%
70%
B2B and B2C Equally Mainly B2B Mainly B2C
Agency 2015 Agency 2013 Marketer 2015 Marketer 2013
Does your business operate primarily in the B2B or B2C space?

5. Which region generated the majority of revenue?
Geography
67%
11%
9%
6%
4% 3%
USA Other UK Canada India Australia
In which country are you based?
72%
19%
8%
73%
18%
8%
NORTH A ME RI CA E UROP E A P A C A FRI CA S OUTH A ME RI CA
Agency Marketer

6. How many employees are there in your organization?
Size of Company by Number of Employees;
Marketers organize in larger firms
41%
39%
15%
2% 3%
11%
29%
31%
16% 14%
<10 10-100 101-1000 1001-5000 >5000
Agency Marketer

7. Which of the following types of activity does your organization carry out?
Search still leads digital marketing efforts;
Marketers outpacing agencies in Email;
Mobile efforts lower than expected
92%
84%
74%
65%
62%
50%
48%
94%
83% 84%
57%
70%
86%
42%
85%
78%
75%
54%
63%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Search Engine
Optimization
Paid Search
Advertising
Social Media
Marketing
Social Media
Advertising
Digital Display
Marketing
Email Marketing Mobile Marketing
Agency or Consultant Marketer/Client 2013 Results

8. Are you investing more or less in the following search engines than a year ago?
More investment in paid search.
Google domination growing; Yahoo no longer relevant
15.2%
31.1%
44.9%
60.2%60.2%
31.8%
11.6%
3.1%
24.6%
37.1%
43.4%
36.7%
More The Same Less Not Relevant
Yahoo!
Google
Bing

9. How many people have responsibility for digital
marketing?
How many people have responsibility for specific
initiatives?
22.6%
31.1%
10.5%
6.1% 6.1%
12.6%
10.0%
1.1%
0 1 2 3 4 5-10 10+ Don't
Know
93.6% 91.6% 90.1%
79.5% 79.7%
70.7%
66.1%
6.4%
9.2% 9.9%
20.5% 20.3%
29.3%
33.9%
Social
media
marketing
Display
media
Paid search SEO We use an
integrated
team
approach
Other
marketing
efforts
Email
0-4
5-7
Marketers have limited staff and allocate
personnel based on average ROI

10. What are the greatest challenges in managing search engine optimization efforts?
18.4%
13.0%
11.5%
10.7%
10.1%
9.1%
8.5%
7.3%
7.1%
4.3%
14.2%
10.3%
4.4%
17.0%
13.1%
11.2%
3.8%
9.9%
11.5%
4.7%
Measuring the ROI of our SEO efforts
Staying abreast of search engines' indexing
algorithms and technology
Optimizing destination pages
Getting budget for SEO efforts
Integration, attribution, and measurement with
other online/offline marketing channels
Making the business case for investment
Researching and choosing optimal keyword
phrases
Hiring and retaining talent
Obtaining executive buy-in
Determining whether to do SEO in-house or
outsource to an outside firm
Marketer
Agency
SEO Challenges: Marketers ROI, Agencies
Budget/Integration/Buy-In

11. How would you describe your ability to measure ROI from marketing?
Have we reached comfort level with integrated ROI?
Not so much for Display and Social
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2012 2013 2014
Measured ROI
Paid Search SEO Email Display Media Social
67%
45% 44%
29%
22%
22%
36%
30%
36%
40%
5%
15%
8%
17%
29%
6% 4%
17% 18%
9%
P A I D S E A RCH S E O E MA I L DI S P LA Y ME DI A S OCI A L ME DI A
MA RK E TI NG
Good Fair Poor Don't Know

12. 44.8%
29.1%
7.2%
12.1%
6.7%
No, we manage campaings
with tools like Excel
Yes, our services provider
has a proprietary tool
Yes, we have a proprietary
(in-house) solution
Yes, we license a tool from a
third party vendor for use in-
house
Other (Marin, Kenshoo)
Do you use technology with “bid management” for
digital campaigns?
Do you use technology with “link
analysis” for search engine optimization?
Marketers
Agencies
43.30%
6.30%
22.10%
28.40%
Yes, we license a tool from a
third party vendor for use in-
house
Yes, we have a proprietary in-
house solution
Yes, our service provider has
a proprietary tool
No, we manage SEO with
tools like Excel
54.4%
19.2%
26.4%
No, we manage
campains with tools
like Excel
Yes, we have a
proprietary tool
Yes, we license a tool
from a third party
vendor for use in-
house
14.5%
49.0%
36.5%
No, we manage SEO
with tools like Excel
Yes, we have a
proprietary solution
Yes, we license a tool
from a third party
vendor for use
Agencies more likely to use tools for SEO

13. What is the typical fee structure you use to pay digital service providers?
Marketers Agencies
27.6%
10.3%
19.0%
8.7% 9.3%
18.8%
11.1%
12.2%
12.1%
18.2% 17.2%
9.1%
16.1%
16.0%
6.0%
10.9%
22.4%
10.0%
14.1%
20.0%
9.3%
10.8%
5.4%
17.6%
2.8%
15.3%
21.6% 17.6%
15.2%
18.5%
13.2%
12.5%
19.8% 22.1%
19.2%
13.1%
15.1% 13.7% 12.2% 11.7% 11.3% 12.9%
Email Display Social Media Paid Social Paid Search SEO
Time and materials
Flat agency fee
Fee per click
Percentage of media
spend
Comission for sales
Comission for other
marketing objective
Not Relelvant 28.3%
15.9% 16.2%
13.1%
5.6% 3.5%
1.7%
1.5% 1.2%
1.6%
2.8%
3.5%
2.8%
2.9% 1.3%
2.6%
4.6% 5.4%
4.2% 27.1%
5.6%
24.8% 31.7%
2.4%
1.9%
5.1%
1.2%
4.2%
7.0%
1.3%
32.2%
27.1%
40.8%
29.3%
27.5%
42.3%
28.9%
20.5%
33.6%
24.4%
20.9%
41.6%
Email Display Social Media Paid Social Paid Search SEO
Marketers lean toward pay-for-performance
models; Agencies prefer fees

14. 15.9%
27.5%
11.6%
23.2%
11.6%
4.3%
0.0%
1.4% 1.4%
2.9%
Less
than 3%
3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More
than
26%
For fees, what is the typical percent you pay on top of ad budget?
Marketers Agencies
1.9%
6.6% 6.2%
22.7%
12.8%
24.2%
12.3%
3.8%
5.7%
3.8%
Less
than 3%
3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More
than
26%
Agencies claim higher fees.
78% of Marketers are saying they spend under 12%
72% of Agencies are saying brands spend 9-20%

15. Marketers– Service Providers
15
73.8%
51.5%
31.3%
28.6%
18.5%
17.1%
12.2%
11.9%
7.0%
10.8%
6.3%
39.7%
15.1%
18.1%
17.1%
4.8%
70.2%
3.1%
9.1%
15.6%
26.4%
33.1%
24.7%
69.0%
12.3%
4.6%
18.2%
6.3%
11.1%
14.1%
29.5%
41.5%
7.1%
7.0%
15.6%
3.2%
19.1%
10.5%
12.2%
3.5%
SEO specialist
Web design company
PR firm
Search agency
In-house
Digital marketing
agency
Advertising agency
Social media agency
Paid search specialist
SEO
Paid search
Social media
Display
Email
What types of service providers do you use for digital marketing?