By Jen Doyle, Research AnalystWhat’s Working Overall in Search?Click here to see a larger, printable version of this chart
Nearly every category ceded some ground this year compared to opinions from the previous year. One notable exception to this trend is social/community-based search. Social media has become an invaluable venue for SEO specialists, PPC ad buyers, PR gurus and viral marketers alike. Other SEO tactics, such as using blogs and press releases to drive organic rankings, continue to score highly. Local and vertical search do well, yet still score lower than they did a year ago.
Notice how not one category received an average score of higher than 6.2 in 2008 or 2009. This is because in most cases, one category in itself is not going to have a significant effect on search performance. It is the integration of these categories that will have a combined impact, as the whole is greater than the sum of its parts.
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from MarketingSherpa’s 2009-2010 Search Marketing Benchmark Report.