Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
MarketingSherpa Email Summit 2015 - SAVE $700 - VIP PRICING ENDS THURSDAY
May 01, 2012
Article

Marketing Research Chart: To improve SEO effectiveness, content is king

SUMMARY: We asked more than 1,500 search marketers about the effectiveness of their top SEO tactics. More than half of CMOs report that content creation is a very effective tactic to improve their SEO rankings. Keyword research was close behind, with 43% finding this strategy very effective. View this week’s chart for more results.
by Kaci Bower, Senior Research Analyst

Content creation and keyword research considered most effective SEO tactics


Q. Please indicate the LEVEL OF EFFECTIVENESS (in terms of achieving objectives) for each of the SEO tactics used by your organization.

View Chart Online

Click here to see a larger, printable version of this chart



Unique and well-written content gives search engine spiders something to index, and supports the search engine’s goal of providing the most relevant results in response to a query.

Relevance, in the eyes of the searcher, is content that deals with the questions they ask – and even other questions before they ask them. For these reasons and more, good content is the backbone of any website.

Among other SEO tactics, effectiveness varies significantly, particularly when parsed by maturity level. One example is keyword research. Transition organizations are just 55% as likely as Strategic organizations to consider this tactic to be very effective. The cumulative impact of finding greater success with these tactics creates a widening performance gap.

Organizations in the Strategic phase understand the interplay between these SEO tactics and know how to exploit the synergies. For this reason, Strategic organizations clearly find more success with all tactics than organizations that do not have formalized guidelines and processes in place for their SEO programs.

We also looked at SEO tactic effectiveness by organizational size. Organizations with more than 1,000 employees find great benefit in crafting SEO landing pages. These are not mass-generated and nearly identical pages.

Rather, SEO landing pages are simply top search entry pages which have been carefully crafted to lead visitors to a desired action. These pages help customers click through, instead of clicking back. In using these, organizations can more successfully convert Web visitors.

More than half of large organizations use XML sitemaps. These organizations find them to be very effective in helping search bots crawl a site more quickly, thereby discovering and indexing more pages.

For additional research data and insights about search engine optimization, download and read the free Executive Summary from the MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition: Research and Insights for Creating and Capitalizing on a Rich End-User Search Experience.


Useful links related to this research

Local SEO: How geotargeting keywords brought 333% more revenue

Link Building: 5 tactics to build a better SEO strategy

Long-tail Search Marketing: SEO how-to content and videos earn 9% conversion rate

Webinar Replay -- Choosing the Right SEO Tactics for Optimum Results




See Also:

Comments about this Chart

May 01, 2012 - Joel Longstreth of http://www.brentwoodplastics.com says:
I agree. These should all work in concert. Another question might have been "how important are directories such as Thomas, Global Spec and the easy free ones on Getlisted(.)org?" The bots have a frequent crawl rate with directories so the directories a good place for the spiders to find you then index. I have stopped sweating Google rankings because Google has morphed into an advertising machine trying to push everything into PPC. To avoid the "eggs in one basket" syndrome, I have vacillated back to believing directories are indeed relevant.


May 01, 2012 - Virginia of http://ukritic.com says:
I think content is king. If you don't grab the visitor's attention within the first two seconds of landing on the page, they are off somewhere else. Everyone has online ADD!



Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions