Most companiess use search campaigns, but less than half like the results
Having a search engine marketing or optimization program in place is one thing. But having a successful program in place is another, and many online marketers are still trying to get their arms around tracking results, program ROI and costs, according to a new study. 64% of 400 firms surveyed by MoreVisibility.com had a search engine marketing program in place and 59% have a search engine optimization program, but the survey showed no consensus on how to measure results; with visits, leads, sales and brand awareness coming out on top as the favored metrics with only 12% of responses.
46% of those with search engine marketing programs and 43% of those engaged in search engine optimization say they are satisfied with their results. “However, the survey did reveal there are still many challenges to such programs as some marketers struggle with certain issues such as return on investment, tracking, expertise and costs,” says Andrew Wetzler, president.
Wetzler adds he believes that struggle is a function of the relative newness of SEM and SEO. Only 24% of those surveyed report having a search engine optimization program in place for more than four years, while 30% say they’ve been engaged in SEO for only one or two years. 31% report having a search engine marketing program for one to two years, while only 9% reporting a program that is four or more years old.
About 49% of the companies said they are using a web analytics program in connection with SEO and SEM results. Of that group 60% said they are adjusting their search campaigns based on analytic data.
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