|By Marketwired .||
|May 16, 2014 01:00 AM EDT||
LEEDS, UNITED KINGDOM -- (Marketwired) -- 05/16/14 -- Companies are continuing to increase investment in search marketing while also increasing efforts to improve website performance, according to research published today.
The eighth annual UK Search Engine Marketing Benchmark Report 2014, published by Econsultancy in association with digital marketing agency Latitude, found that 58% of companies are increasing their paid search budgets this year, up from 55% in 2013. Similarly, more than half (55%) of companies said they are increasing their budgets for search engine optimisation (SEO) over the next year, up from 51% a year ago.
Meanwhile, the research also found that 60% of companies are increasing their budgets for conversion rate optimisation, reflecting a desire to ensure that budget spent on acquiring traffic is not wasted by poorly converting websites.
Econsultancy Research Director, Linus Gregoriadis said: "Companies are becoming increasingly savvy about the folly of spending more on search marketing without simultaneously investing in conversion rate optimisation. Mobile optimisation is a particular area of focus with many companies eager to make the most of increased traffic coming via smartphones and tablets."
"No prizes for guessing that companies continue to see the value in search engine marketing in 2014" commented Latitude's Managing Director, Richard Gregory. "What is different this year however is the encouraging number of companies realising the value of Conversion Rate Optimisation, which speaks volumes in regards to companies aiming to ensure that most is being made out of traffic driven to their websites. That said, it's surprising to see the investment in analytics is falling behind spend on other marketing channels such as search and display. This could, at least in part, explain why companies struggle to measure impact on their marketing investment."
The benchmark report is focused on SEO and paid search marketing, but also incorporates questions about social marketing, display, analytics and conversion rate optimisation because of the increasing overlap between search and these disciplines.
Companies are spending more on search marketing even though it is becoming increasingly challenging to measure the returns, partly due to Google's withholding of valuable keyword data. Only 36% of companies stated that they have 'a definite tracking solution to measure consistently across different digital channels'.
The study also found that companies are increasingly struggling to track the return on investment from paid search and SEO effectively. Only 44% of companies say they can measure paid search ROI effectively, down from 53% in 2013.
This trend is even more evident for SEO, with only 31% of companies saying they can measure organic search ROI effectively, down from 45% a year ago. 'Keyword data not provided' is the second greatest obstacle to SEO success, after lack of internal resource.
While some organisations are dedicating more resources towards improving their analytics capabilities, only 39% of companies are planning on investing in analytics which suggests that spending on analytics is failing to keep pace with investment in marketing channels such as search, social and display.
The research, which was carried out in the spring of 2014, is based on a survey of more than 700 companies and agencies, making this the most authoritative report on the UK search engine marketplace.
Other key findings
-- More than 55% of companies surveyed for the report are spending at least GBP 50,000 a year on paid search, up from 51% last year. The proportion of companies spending less than GBP 25,000 has dropped 6% from last year, from 40% to 36%. -- Paid search now constitutes 26% of total marketing budget, compared to 24% in 2013. SEO has dropped from 18% to 14%. Meanwhile, social accounts for 9% of budget while display accounts for 10%. -- More than half (54%) of organisations say that there is flexibility to shift budgets between channels based on ROI, though a fifth (20%) say that budgets are rigidly split by channel. Around a quarter (26%) say their digital marketing budget is not split out by channels. -- A quarter of companies (26%) say that digital marketing budget is bolted on their above-the-line media spend as fixed budget. Just under a third (31%) say that their digital budget is bolted on as flexible budget, while 43% say that above-the-line and digital marketing budgets are separate. -- 67% of client-side respondents are spending over GBP 10k in display advertising and 9% are spending GBP 1million plus. -- 60% of the agencies surveyed in the report say that SEO client contracts are at least one year in length. This decreases to 52% for paid search, 49% for display advertising and 47% for social media marketing. -- Nearly two thirds of companies (64%) are being hampered in their efforts to measure return on investment by not having a definitive tracking solution. -- Mobile search now accounts for 9% of paid search budget, according to client-side respondents. But according to agency respondents, the average figure for their clients is 15%. -- Survey respondents are more likely to be positive rather than negative about the impact of Google's Enhanced Campaigns, although many are unhappy that there is now forced inclusion of mobile campaigns which has decreased effectiveness. Agency respondents are most positive about Enhanced Campaigns, with 23% of supply-side respondents saying the impact has been positive compared to 9% who say it has been negative. -- 74% of companies are paying to advertise on Facebook as part of their marketing activity. Just over a third are paying to advertise on Twitter (37%) and LinkedIn (also 37%). -- 60% of companies say their SEO and content strategy are integrated.
Get this report:
The full report is available on the Econsultancy website here:https://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report
The briefing is available to Econsultancy subscribers, or on a pay-per-view basis.
For more information about this report, contact: Linus Gregoriadis, Research Director, Econsultancy linus.gregoriadis AT econsultancy.com +44 (0) 207 269 1450
Econsultancy's mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events.
Founded in 1999, Econsultancy has over 250,000 subscribers, is used by more than 500,000 professionals every month, and has offices in New York, London and Singapore.
Econsultancy subscribers get access to research, market data, best practice guides, case studies and elearning - all focused on helping individuals and enterprises get better at digital.
The subscription is supported by digital transformation services including digital capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.
Subscribe to Econsultancy today to accelerate your journey to digital excellence.
Call us to find out more:
New York: +1 212 971 0630 London: +44 207 269 1450 Singapore: +65 6809 2088
Latitude Digital Marketing has pioneered the use of digital channels in the UK and internationally for 13 years. Areas of expertise include search engine optimisation (SEO), pay- per-click (PPC), social media marketing, online display advertising, affiliate marketing and conversion analytics. The business works across a range of sectors including retail, gaming, leisure and travel with clients such as Fitness First, Haven Holidays and Snow+Rock.
Donna Yasay, President of HomeGrid Forum, today discussed with a panel of technology peers how certification programs are at the forefront of interoperability, and the answer for vendors looking to keep up with today's growing industry for smart home innovation. "To ensure multi-vendor interoperability, accredited industry certification programs should be used for every product to provide credibility and quality assurance for retail and carrier based customers looking to add ever increasing num...
Oct. 25, 2016 02:00 AM EDT Reads: 579
“Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. CloudBerry Backup is a leading cross-platform cloud backup and disaster recovery solution integrated with major public cloud services, such as Amazon Web Services, Microsoft Azure and Google Cloud Platform.
Oct. 25, 2016 01:15 AM EDT Reads: 1,402
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
Oct. 25, 2016 01:15 AM EDT Reads: 1,016
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTrend processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
Oct. 25, 2016 01:15 AM EDT Reads: 4,028
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
Oct. 25, 2016 01:15 AM EDT Reads: 3,607
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Oct. 25, 2016 12:30 AM EDT Reads: 938
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Oct. 25, 2016 12:15 AM EDT Reads: 1,854
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Oct. 25, 2016 12:00 AM EDT Reads: 4,176
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
Oct. 25, 2016 12:00 AM EDT Reads: 4,060
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Oct. 24, 2016 11:45 PM EDT Reads: 1,982
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Oct. 24, 2016 11:15 PM EDT Reads: 3,852
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
Oct. 24, 2016 11:00 PM EDT Reads: 2,016
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
Oct. 24, 2016 09:45 PM EDT Reads: 1,377
November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Penta Security is a leading vendor for data security solutions, including its encryption solution, D’Amo. By using FPE technology, D’Amo allows for the implementation of encryption technology to sensitive data fields without modification to schema in the database environment. With businesses having their data become increasingly more complicated in their mission-critical applications (such as ERP, CRM, HRM), continued ...
Oct. 24, 2016 08:45 PM EDT Reads: 1,042
SYS-CON Events announced today that Enzu will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
Oct. 24, 2016 08:30 PM EDT Reads: 1,349