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The State of Search Marketing 2015

How to achieve search success? THE STATE OF SEARCH MARKETING 2015 Did you know that over 90 per cent of online experiences start with a search engine? Well, it's true and any marketer wanting to increase traffic from search engines should take note. But how exactly can you achieve search success and should SEO or PPC take precedence? This is what we want to answer with our State of Search Marketing 2015 infographic. The relative importance of search in driving visits to sites There are over 100 billion global searches being conducted each month, but how do different industries compare? According to O SimilarWeb data: Travel and shopping spend the most on paid search too. Travel is the most search dependent industry with a global traffic share of 46.74 per cent. Shopping comes in second with 37.22 per cent. Finance is the least dependent industry, with just 24.77 per cent global search traffic share. The data gets more interesting when we look at individual countries too. In India, paid search is responsible for 20 per cent of all search traffic to shopping websites. Russia has the largest share of search traffic within the travel industry. Branded vs. unbranded With generic searches, users make a brand selection based on the results in front of them. But what about branded searches? Well, according to Moz: The first result is almost always the brand's website... „which results in a CTR of over 50 per cent. High CTR is also influenced by... .the fact brand searches usually display prominent additional links below the first result. Caution is advised when viewing the volume of new prospects from different keywords... .because organic search visitors might know the brand already and be searching with branded keywords. Desktop vs. mobile search Despite the fact mobile traffic is increasing at an exponential rate, this poses a problem for marketers, as fewer rankings can be seen above the fold. Therefore, you would assume CTR would be high for the top two or three positions. Search However, it is lower than desktop CTR on the first page and actually rises on the 2nd and 3rd pages too. This could mean that mobile users are happy to scroll through multiple meaning primary positions aren't as important as previously thought. Search sto find the right content, Search ranking factors In addition to country and keywords, the following factors will also affect search rankings. Relevant content - Appropriate topics, images and video as well as keywords that reference similar terms. Site architecture - Short loading times, well-maintained meta titles and descriptions, up-to-date content and a strong amount of internal links. Backlinks - Successful domains feature a greater share of links anchored on their domain and/or brand name. Social signals - Strong performing sites often have lots of likes, tweets and social-specific content. User behaviour - CTR, time on site and bounce rates. Examples of well-known brands that are driving significantly more volume by search A deeper dive into OSimilarWeb data reveals some interesting facts and figures about search traffic achieved by various well-known brands. With organic search, IKEA gets 99.48 per cent traffic share in the UK, but this drops to 79.79 per cent in Germany. For paid search, ASOS achieves 3.04 per cent traffic share in China compared to a whopping 29.52 per cent in Singapore. But somewhat remarkably, 100 per cent of H&M's search traffic share is organic in Singapore compared to 78.86 per cent in Hong Kong. Therefore, it is clear to see that researching audience demographics by location is crucial when it comes to driving website traffic through search. PPC vs. SEO Although organic reach is considered a priority for numerous organisations, paid promotion should not be discounted, as this study by Resolution Media, which analysed one year of paid and organic data from Hewlett Packard, shows. Even with a number one organic listing, consumers still clicked and converted on paid listings 39.6 per cent of the time. However, organic search did drive higher performance for branded terms - 53.4 per cent vs. 47.6 per cent. But for unbranded terms, paid search held a 77.2 per cent click share vs. 22.8 per cent for organic. So, what is the state of search marketing in 2015? Well, it is incredibly important to factor in your industry and location when targeting organic or paid search exposure. However, don't overlook or disregard the significance of branded and unbranded terms, desktop and mobile search as well as ranking factors. BROUGHT TO YOU BY Smart Insights JBH CREATING COMPELLING ACTIONABLE DIGITAL CONTENT FOR BRANDS MARKETING ADVICE JBH.CO.UK SMARTINSIGHTS.COM Sources: searchengineland.com, searchmetrics.com, moz.com, similarweb.com

The State of Search Marketing 2015

shared by Aran_Jackson on Apr 14
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How you can achieve search engine prosperity and what can be done to improve you're ranking

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