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SEO Marketing Benchmark Report

Introduction Today, most purchase decisions begin with an online search. And as many marketers will attest, if you don't appear on page one of the search results, you don't exist. That's why the C-suite is paying so much attention to their organization’s natural search rankings. But what will be the most challenging obstacles to SEO marketing success in the year ahead and how will marketers overcome them? To find out, Demand Metric in partnership with Ascend2, fielded the SEO Marketing Survey and completed interviews with 442 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with us. In this edition of our study, SEO Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Table of Contents - Executive Summary - Achieving Revenue Goals - SEO Strategy Objectives - Current SEO Program Success - Obstacles to Achieving SEO Objectives - SEO Tactic Effectiveness - Changes in SEO Effectiveness - Usage of Resources for SEO Programs - SEO Performance Metrics - About Searchmetrics - About Demand Metric & Ascend2 - Appendix - Survey Background Research Methodology Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 SEO Marketing Benchmark Report was administered online in April 2014. During this period, 442 responses were collected that were qualified and complete enough for inclusion in the analysis.

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SEO Marketing Benchmark Report

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  1. SEO Marketing Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report SEO Marketing: Sponsored By:

  2. TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals SEO Strategy Objectives Current SEO Program Success Obstacles to Achieving SEO Objectives SEO Tactic Effectiveness 12 14 15 SEO Performance Metrics About Demand Metric & Ascend2 Appendix – Survey Background 10 11 SEO Tactic Execution Usage of Resources for SEO Programs Changes in SEO Effectiveness 9 13 About Searchmetrics TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals SEO Strategy Objectives Current SEO Program Success Obstacles to Achieving SEO Objectives SEO Tactic Effectiveness 12 14 15 SEO Performance Metrics About Demand Metric & Ascend2 Appendix – Survey Background 10 11 SEO Tactic Execution Usage of Resources for SEO Programs Changes in SEO Effectiveness 9 13 About Searchmetrics

  3. EXECUTIVE SUMMARY Today, most purchase decisions begin with an online search. And as many marketers will attest, if you don't appear on page one of the search results, you don't exist. That's why the C-suite is paying so much attention to their organization’s natural search rankings. But what will be the most challenging obstacles to SEO marketing success in the year ahead and how will marketers overcome them? To find out, Demand Metric in partnership with Ascend2, fielded the SEO Marketing Survey and completed interviews with 442 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with us. In this edition of our study, SEO Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric 3 EXECUTIVE SUMMARY Today, most purchase decisions begin with an online search. And as many marketers will attest, if you don't appear on page one of the search results, you don't exist. That's why the C-suite is paying so much attention to their organization’s natural search rankings. But what will be the most challenging obstacles to SEO marketing success in the year ahead and how will marketers overcome them? To find out, Demand Metric in partnership with Ascend2, fielded the SEO Marketing Survey and completed interviews with 442 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with us. In this edition of our study, SEO Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric 3

  4. ABOUT SEARCHMETRICS Searchmetrics is the pioneer and leading global enterprise platform for search experience optimization. Search Experience Optimization combines SEO, content, social media, PR and analysis to create the foundation for developing and executing an organic search strategy. It places the spotlight on the customer, contributing to a superior and memorable purchase experience. Enterprises and agencies use the Searchmetrics Suite to plan, execute, measure and report on their digital marketing strategies. Supported by a continually updated global database, Searchmetrics answers the key questions asked by SEO professionals and digital marketers. It delivers a wealth of forecasts, analytic insights and recommendations that boost visibility and engagement, and increase online revenue. Many respected brands, such as T-Mobile, eBay, Siemens and Symantec, rely on the Searchmetrics Suite. Searchmetrics has offices in Berlin, San Mateo, New York, London, and Paris, and is backed by Holzbrinck Digital, Neuhaus Partners and Iris Capital. To learn more about Searchmetrics, visit www.searchmetrics.com. 13 ABOUT SEARCHMETRICS Searchmetrics is the pioneer and leading global enterprise platform for search experience optimization. Search Experience Optimization combines SEO, content, social media, PR and analysis to create the foundation for developing and executing an organic search strategy. It places the spotlight on the customer, contributing to a superior and memorable purchase experience. Enterprises and agencies use the Searchmetrics Suite to plan, execute, measure and report on their digital marketing strategies. Supported by a continually updated global database, Searchmetrics answers the key questions asked by SEO professionals and digital marketers. It delivers a wealth of forecasts, analytic insights and recommendations that boost visibility and engagement, and increase online revenue. Many respected brands, such as T-Mobile, eBay, Siemens and Symantec, rely on the Searchmetrics Suite. Searchmetrics has offices in Berlin, San Mateo, New York, London, and Paris, and is backed by Holzbrinck Digital, Neuhaus Partners and Iris Capital. To learn more about Searchmetrics, visit www.searchmetrics.com. 13

  5. ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 50,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 50,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today!

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