26
UK Search Engine Marketing Landscape 2008 Linus Gregoriadis, Head of Research E-consultancy.com Email: [email protected] Website: www.e-consultancy.com

SMX Presentation

Embed Size (px)

Citation preview

Page 1: SMX Presentation

UK Search Engine Marketing Landscape

2008

Linus Gregoriadis, Head of ResearchE-consultancy.com

Email: [email protected] Website: www.e-consultancy.com

Page 2: SMX Presentation

Research• UK Search Engine Marketing Report

Produced in association with Guava (Q2)Annual survey of digital marketers1009 respondents, including 529 client-side

and 359 agency respondents

• Search Engine Marketing Buyer’s Guide Market valuation and trends Profiles of leading UK agencies

Page 3: SMX Presentation

Overview• Search Valuation and Budgets • Search Engines • Search Activity and Search Services • Objectives and Effectiveness • Problems and Issues

Page 4: SMX Presentation

Search Market Valuation and Budgets

Page 5: SMX Presentation

Buoyant market• 9% of companies surveyed are spending

more than £1 million annually on PPC.• 16% of companies surveyed are spending

at least £50,000 on SEO every year.• More than 60% of companies (were)

planning to increase PPC & SEO budgets.• 31% of overall digital budget goes to

search.

Page 6: SMX Presentation

UK Search Market Value – 24% growth for ‘08

Source: E-consultancy Search Engine Marketing Buyer’s Guide

Page 7: SMX Presentation

But ... economic worries increase scrutiny on search ad performance

• Although the search market is growing at a healthy pace, economic concerns have started to impact the industry.

• The idea that the search industry would be “recession-immune” may need revising.

Page 8: SMX Presentation

Search Engines

Some 86% of organisations surveyed are paying to appear on Google’s sponsored listings, showing that Google is maintaining its dominance of the search landscape

Page 9: SMX Presentation

Google continues to dominate the industry • Google continues to attract the vast majority of advertisers’ search budgets.

• Google was ranked best for ROI, quality of traffic and for PPC management tools.

• To many marketers, this dominance raises concerns.

Page 10: SMX Presentation

Which search engines do you pay to advertise on (i.e. PPC?)

Page 11: SMX Presentation

Search Activity and Search Services

Page 12: SMX Presentation

Search engines and marketers forced to react to changing consumer behaviour

• Search engines are constantly changing their features and services.

• New forms of content (e.g. videos and blogs) have gained greater prominence in search results.

• Mobile search marketing will grow.

Page 13: SMX Presentation

iPhone statistics …

iPhone browsing sessions: • 6 times as much data

consumed compared to average mobile session.

• Are longer: 2.8 mins vs. 1.6 mins for average users.

• iPhone users 20 times more likely than mobile users to use desktop version of search engine.

Source: Australian Mobile Internet Insights study

Page 14: SMX Presentation

Complexity of search marketing increases as sector matures

• Search marketing has become more complex in recent years – and more competitive.

• Gains from optimising campaigns and integrating with other marketing activities e.g. TV, display advertising.

• Search marketers have been forced to gain expertise in other activities affecting the success of campaigns e.g. usability, web analytics.

Page 15: SMX Presentation

The type of services agencies offer has changed

• The most commonly offered SEO services are:

1. Keyword research (86%)

2. Competitor research (83%)

3. Landing page development (81%)

4. Copywriting (81%)

Page 16: SMX Presentation

What SEO services do you offer clients?• The biggest climber since last year is copywriting which is now a

service offered by 81% of agencies compared to 69% in 2007

Page 17: SMX Presentation

The type of services agencies offer has changed

• The most commonly offered PPC services are:

1. Keyword Research (82%)

2. Landing page optimisation (76%)

3. ROI tracking and analysis (74%)

4. Competitor research (70%)

Page 18: SMX Presentation

What PPC services do you offer clients?• The biggest climber since last year is contextual advertising,

which is now a service offered by 53% of agencies compared to 47% in 2007

Page 19: SMX Presentation

Objectives and Effectiveness

The importance of branding as a primary objective of SEO has increased significantly, jumping from 36% in 2007 to 44% in 2008.

Page 20: SMX Presentation

What are your primary objectives from Search?

Page 21: SMX Presentation

What is more important in terms of impact on your brand?

Page 22: SMX Presentation

Problems and Issues

The rising cost of keywords prevents 38% of organisations from being more successful at Paid Search marketing.

The biggest barrier to successful SEO is lack of resource.

Page 23: SMX Presentation

Are rising CPC costs significantly impacting ROI from Paid Search?

Page 24: SMX Presentation

Paid search problems

• The most commonly cited barriers to Paid Search success are:

1. Keywords too expensive (38%)

2. Lack of internal resource (36%)

3. Lack of budget (34%)

4. Poorly converting website (29%)

Page 25: SMX Presentation

SEO problems

• The most commonly cited barriers to SEO success are:

1. Lack of internal resource (45%)

2. Difficulty of implementation (33%)

3. Lack of budget (27%)

4. Lack of know-how (25%)

Page 26: SMX Presentation

Questions?

Linus Gregoriadis, Head of ResearchE-consultancy.com

Email: [email protected] Website: www.e-consultancy.com