Study Finds Lack of In-House Skill Is the Number One Obstacle to Successful SEO Strategies
NEW YORK, NY – Conductor, the leading web presence management provider, unveiled the latest in SEO research in its new study, “Inside Enterprise SEO: SEO Survey Benchmarks for Large Companies,” conducted in partnership with research firm Ascend2. Today, most online purchase decisions begin with organic search. With organic traffic accounting for 94 percent of click through rates for online browsers (vs. 6 percent for paid media), CMOs need to know how to capitalize on organic traffic through effective SEO strategies. The report provides marketers at large enterprises with valuable insights into common SEO practices and pain points to enable them to align their priorities and develop the most effective SEO strategies possible.
Conductor CEO Seth Besmertnik said, “Organic search is one of the most crucial tools available to enterprises seeking to generate awareness and increase online visibility to reach consumers. With hundreds of thousands of products and pages, enterprise companies need a way to manage, scale and value SEO. This research report helps marketers at large companies to understand what is working for their peers and where they should focus their SEO efforts to maximize ROI.”
The study shows that while 72% of enterprises rate SEO as successful in achieving top marketing objectives of lead generation and increased web traffic, the greatest barriers to achieving SEO success are institutional vs. strategic (i.e. a lack of dedicated in-house SEO resources). Additionally, the report reveals that the most effective SEO tactic for marketers is the creation of quality content.
Key findings from the report include:
- 72 percent of enterprises rate SEO as successful to some degree; only 28 percent find it not successful
- 57 percent of enterprises said their most challenging obstacles to achieving important SEO objectives are limited SEO in-house skills; 43 percent said limited SEO budget
- 54 percent said the most effective SEO tactic is quality content creation; 50 percent said frequent website updating. Only 2 percent said mobile search optimization is the most effective SEO tactic
- Only 2 percent of enterprises found SEO to have become less successful over the past year, while 57 percent said it has become more successful
- 42 percent find that the most difficult SEO tactic to execute is link building, with keyword research management a close second
Conductor’s Searchlight platform helps marketers coordinate and scale efforts to attack opportunities across unpaid channels (like organic search, content and social) to make sure their content gets found.
To view the full report, visit: http://www.conductor.com/learning-center/inside-enterprise-seo-survey-benchmarks-large-companies
About Conductor:
Conductor is the undisputed leader of web presence management, inspiring marketers to break their addiction to paid media and create great consumer experiences through digital marketing. The Conductor Searchlight platform transforms a brand’s web presence in ‘unpaid’ channels, like organic search, content and social, into a powerful acquisition method resulting in meaningful traffic & revenue increases. The technology gathers data from the web to deliver insight into where a brand’s content is getting discovered, how their competition is being found and the playbook needed to win the ‘unpaid’ media war. Conductor’s 500+ customers include global brands like Citibank and FedEx, emerging leaders like Ancestry.com and LivingSocial, and leading agencies like iProspect & Razorfish. Conductor is #38 on Inc. Magazine’s Fastest Growing Private Companies list and named by both Fortune Magazine and Crain’s Best Places to Work In America. Visit Conductor at www.conductor.com or on Twitter @conductor.
