UK Search Engine Benchmark Report 2009

UK Search Engine Marketing Benchmark Report 2009 http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report Martin Dinham Business Development Manager Guava.co.uk Email: [email_address] Website: http://www.guava.co.uk/ Linus Gregoriadis Research Director Econsultancy.com Email: [email_address] Website: http://econsultancy.com

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

| Course Title | Demand for search services

Use of paid search services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Growth (since 2008)

Use of SEO services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Growth (since 2008)

| Course Title | Search budgets

Budget allocated to search and social media ,[object Object],[object Object],[object Object],[object Object],SEO Paid search Social media marketing

Annual change in budgets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Proportion of companies predicting increases in digital marketing spending Companies Agencies

[object Object],[object Object],Better measurement = greater investment

| Course Title | ,[object Object]

Tracking ROI from SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],69% 47% 38% 36% 34% 29% 14% 13% 11% 9%

Change in methods for SEO tracking since 2008

Tracking ROI from paid search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],61% 53% 43% 37% 22% 19% 21% 19% 14% 13%

Change in methods for Paid Search tracking since 2008

Effectiveness of social media campaigns ,[object Object],[object Object]

Factors impacting ROI from paid search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Companies Agencies ,[object Object]

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.”

| Course Title | Search engines

Search engines used for paid search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Growth (since 2008)

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.”

| Course Title | Search planning and issues

Involvement in different areas of search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social media sites used for marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Barriers to successful paid search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],47% 38% 30% 29% 28% 17% 14% 12% 6% 6% 6%

Change in barriers to successful paid search

Barriers to effective SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],44% 31% 25% 24% 22% 20% 19% 19% 9% 6%

Change in barriers to effective SEO

Do you carry out SEO in-house or via agency?

Summary ,[object Object],[object Object],[object Object],[object Object]

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. ,[object Object]

UK Search Engine Benchmark Report 2009

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UK Search Engine Benchmark Report 2009