Report Uncovers Prevalence of Universal Results and Social Media, Reveals SEO Audit of Top 100 US Advertisers
NEW YORK – Digital marketing agency 360i issued a white paper revealing key trends shaping search marketing strategy and introducing PageShareSM, a new metric for quantifying the success of a brand’s presence on the search engines. As part of the report, a brand SEO audit calculating approximate PageShare was performed for each of the Top 100 Advertisers in the United States.
PageShare is a weighted value assigned to a marketer’s presence for a set of keyword terms in the search engines. It is calculated by analyzing the number of text listings occupied by a marketer across the first three search engine results pages (SERPs) for a respective keyword or keyword set and then assigning a weight to each of the marketer’s listings based on their rank.
The report revealed other notable findings about the prevalence of universal search results, such as news, maps, video, images, and social media listings on the search engines.
Key findings include:
Universal search listings appear more frequently for non-brand terms: Universal search listings composed 8% of all results analyzed for the brand keywords measured in this study. For non-brand keywords, universal listings made up 57% of results.
Social media has a small, but influential presence within natural search and these types of results are expected to grow significantly in 2010: Social media results appeared for 7% of all analyzed for both the brand and non-brand keywords.
The majority of social media listings are controlled by a party other than the marketer: 77% of YouTube, Twitter and Facebook listings that appeared for brand searches were controlled by a party other than the marketer.
PageShare values vary widely based on industry, keyword type and more: Across the brand terms measured for the Top 100 Advertisers list, most marketers performed well, although those with many digital destinations faired best.
“The search landscape is rapidly changing, offering marketers an increasing number of ways to gain real estate on the engines,” said John Ragals, COO of 360i. “The fast pace of innovation on the engines also presents new challenges for SEO strategy and marketers now face a growing need to rethink the way they assess their natural search dominance.”
Download the full report at > http://bit.ly/360istateofsearch
About 360i
360i is an employee-owned digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Colgate, H&R Block, JCPenney, NBC Universal, Nestle and Office Depot, among others.
360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit http://blog.360i.com.
