Post on 20-Aug-2015
UK Search Engine Marketing Benchmark Report
E-consultancy in partnership with Neutralize (*\*)
Methodology• Online survey in March 2007• E-consultancy’s user base
– 62,000 registered users– 145,000 unique user sessions per month– Client-side & agency digital marketers– Many sectors well represented including retail,
financial services, travel and publishing
• Press releases
Response• 744 respondents
– 384 client-side search marketers– 284 agency / consultant respondents– Predominantly UK respondents (76%)
• SMEs and Blue Chips• Range of sectors
Topics covered in research
• Search activity and search services
• Budget / spending• Objectives and effectiveness• Search engines• Problems and issues
What did people say?
“E-consultancy continues to churn out great research on the UK search marketing space, with the release of their UK Search Engine Marketing Report 2007.”
“Another excellent report …well worth purchasing. ”
© Neutralize (*\*) - Search engine optimisation and marketing
Who are Neutralize (*\*)?
Full-service Search Engine Marketing (SEM) agency
Over 10 years’ experience
23 staff in office (260 worldwide)
Pan European / Multilingual skills (in-house)
Our approach to search engine optimisation is distinctly different to our peers
- Unique proprietary software slashes timescales and increases efficiency
- Large ‘offsite’, link building and SEO PR team
© Neutralize (*\*) - Search engine optimisation and marketing
© Neutralize (*\*) - Search engine optimisation and marketing
What do other companies spend on their search engine marketing?
© Neutralize (*\*) - Search engine optimisation and marketing
A quarter of UK respondents (25%) reported spending of more than £100,000 annually.
© Neutralize (*\*) - Search engine optimisation and marketing
Company
How much do you spend on Search Engine Marketing pe r year?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
£0-£
5,00
0
£5,00
1-£1
0,00
0
£10,0
01-£
25,0
00
£25,0
01-£
50,0
00
£50,0
01-£
100,
000
£100
,000
+
£500
,000
+
£1 m
illion
plus
Not rele
vant /
Don't kn
ow
© Neutralize (*\*) - Search engine optimisation and marketing
About two thirds of respondents said their companies would be increasing their budgets in the next 12 months for both paid search (65%) and SEO (64%).
© Neutralize (*\*) - Search engine optimisation and marketing
Company
Do you expect your budgets to increase or decrease in the next 12 months?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
PaidSearch
SEO Email Onlinedisplay
advertising
Mobile Affiliatemarketing
Increase
Decrease
© Neutralize (*\*) - Search engine optimisation and marketing
Agency
Do you expect your clients budgets to increase or d ecrease in the next 12 months?
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
PaidSearch
SEO Email Onlinedisplay
advertising
Mobile Affiliatemarketing
Increase
Decrease
© Neutralize (*\*) - Search engine optimisation and marketing
Online display advertising is the area where budgets are most likely to be decreasing with 10% of respondents saying that spending will be less.
© Neutralize (*\*) - Search engine optimisation and marketing
© Neutralize (*\*) - Search engine optimisation and marketing
Company
If they are increasing, by how much do you expect y our search budgets to go up in the next 12 months?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Up to 2
0%
21-4
0%
41-6
0%
61-8
0%
81-1
00%
100%
+
Paid Search
SEO
© Neutralize (*\*) - Search engine optimisation and marketing
Why all this investment in search engine marketing and the increasing budgets?
lead generation
direct online sales
driving traffic
© Neutralize (*\*) - Search engine optimisation and marketing
Objectives from Paid Search
Lead Generation 53%
Direct Online Sales 53%
Drive Traffic 51%
Branding 32%
Not relevant / Don’t know 2%
© Neutralize (*\*) - Search engine optimisation and marketing
Objectives from SEO
Drive Traffic 65%
Lead Generation 51%
Direct Online Sales 49%
Branding 36%
Not relevant / Don’t know 2%
© Neutralize (*\*) - Search engine optimisation and marketing
E-consultancy’s Online Lead Generation Report
Paid Search and SEO were the online marketing channels getting the biggest share of lead generation budget (and were the channels deemed to be the most effective).
http://www.e-consultancy.com/publications/online-lead-generation/
© Neutralize (*\*) - Search engine optimisation and marketing
What about my brand?
© Neutralize (*\*) - Search engine optimisation and marketing
Paid Search and SEO impact on brand
What is more important in terms of the impact on yo ur brand? (Clients)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
1
Paid Search
SEO
Equal importance
© Neutralize (*\*) - Search engine optimisation and marketing
Paid Search and SEO impact on brand
What is more important in terms of the impact on yo ur brand? (Agencies)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
1
Paid Search
SEO
Equal importance
© Neutralize (*\*) - Search engine optimisation and marketing
What types of search engine marketing services are companies using?
© Neutralize (*\*) - Search engine optimisation and marketing
If you use an agency, what Paid Search services do you use or plan to use?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Keywor
d re
sear
ch
ROI t
rack
ing a
nd an
alys
is
Autom
ated
bid
man
agem
ent
Land
ing p
age o
ptim
isatio
n
Compe
titor r
esea
rch
Conte
xtua
l adv
ertisin
gClic
k fra
ud a
udits
Using now
Planning to use
No plans to use
Don't know
© Neutralize (*\*) - Search engine optimisation and marketing
The four Paid Search services most likely to be on the radar were:
1. Landing page optimisation (35%)
2. Competitor research (33%)
3. Joint 3) Contextual advertising (27%)
4. Joint 3) Click fraud audits (27%)
© Neutralize (*\*) - Search engine optimisation and marketing
Company
If you use an agency, what SEO services do you use or plan to use?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Positio
n m
onitor
ing
Keywor
d re
sear
ch
Searc
h st
rate
gy d
efini
tion
Site te
chnic
al au
dit
Land
ing p
age d
evelo
pmen
tCop
ywrit
ing
Subm
issio
n pr
ocess
Link
gene
ratio
n ca
mpa
igns
Compe
titor r
esea
rch
Onli
ne P
R opt
imisa
tion
Using now
Planning to use
No plans to use
Don't know
© Neutralize (*\*) - Search engine optimisation and marketing
The four SEO services most likely to be on the radar were:
1. Online PR optimisation (38%)
2. Joint 2) Competitor research (37%)
& Link generation campaigns (37%)
3. Landing page development (35%)
© Neutralize (*\*) - Search engine optimisation and marketing
What types of issues were impacting the success of your search engine marketing?
© Neutralize (*\*) - Search engine optimisation and marketing
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Lack
of in
terna
l res
ourc
e
Lack
of cl
ient k
now-h
ow
Diffic
ulty of
imple
men
tatio
n
Lack
of b
udge
t
Streng
th of
com
petiti
on
Poorly
conv
ertin
g w
ebsite
Lack
of in
terna
l buy
-in
Compa
ny poli
ti cs
/ cult
ure
Low v
o lume
SEO “Obstacles to Success"
agency
company414 respondents
© Neutralize (*\*) - Search engine optimisation and marketing
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Lack
of i
nter
nal r
esou
r ce
Lack
of b
udge
t
Keywor
ds to
o ex
pen siv
e
Lack
of kn
ow-h
ow
Streng
th of
com
petiti
on
Poorly
con
verti
ng w
ebsit
e
Poor q
ual it
y tra
ffic
Low vo
lume
Cl ick
fraud
Poor te
chno
logy
Pay Per Click “Obstacles to Success"
agency
client422 respondents
© Neutralize (*\*) - Search engine optimisation and marketing
New for 2008
© Neutralize (*\*) - Search engine optimisation and marketing
© Neutralize (*\*) - Search engine optimisation and marketing
Hitwise UK - Top 20 Websites - December, 2007
1. www.google.co.uk 7.69% 2. mail.live.com 3.13% 3. www.ebay.co.uk 2.66% 4. www.facebook.com 2.01%5. www.google.com 1.72% 6. uk.msn.com 1.63% 7. www.bebo.com 1.49%8. www.youtube.com 1.14%9. www.myspace.com 1.01%10. news.bbc.co.uk 1% 11. www.bbc.co.uk 0.87% 12. uk.mail.yahoo.com 0.85% 13. uk.yahoo.com 0.81% 14. www.orange.co.uk 0.78% 15. www.amazon.co.uk 0.77% 16. www.microsoft.com 0.75% 17. news.bbc.co.uk/sport 0.6% 18. images.google.co.uk 0.59% 19. www.wikipedia.org 0.49% 20. www.msn.com 0.48%Source: Hitwise (ranking is based on share of UK visits)http://www.hitwise.co.uk/datacenter/rankings.php
© Neutralize (*\*) - Search engine optimisation and marketing
Social Media
2008 survey is live today …
• New report will include trends data plus new questions
• Complete online survey and get free copy of report (normally worth £150)– URL = http://tinyurl.com/3al59r
– Deadline = Thursday 6 March
http://tinyurl.com/3al59r
Questions? Linus Gregoriadis, E-consultancy.comEmail: linus@e-consultancy.com
Teddie Cowell, Neutralize (*/*)Email: teddie@neutralize.com