Nearly three-quarters (73%) of marketers surveyed say they now create content as a part of their organic search marketing efforts, surpassing the number who engage in practices traditionally held to be the core of SEO, such as metatag research/deployment (68%) and link-building (52%).
Below, additional key insights from the report, which was based on data from a survey of 376 business leaders, senior marketing executives, and search practitioners from around the world (78% B2B-focused and 22% B2C-focused).
Paid Search vs. Organic Search
- Paid search marketing is used by most respondents at the top of the sales funnel, especially to boost awareness, consideration, and intent to purchase.
- Organic search tactics are used throughout the sales funnel, though they are employed more frequently during the latter informational, engagement, and follow-up stages.
- 76% of the marketers surveyed use generic informational keywords to enhance awareness around their brands/products/services and to direct prospects to their website.
- 52% use keywords to direct prospects to comparison pages to help compare their solution with those of their competitors.
- 43% use keywords that illustrate specific features, such as product cost and benefits.
- 76% of B2B marketers surveyed use social media to support and boost their rankings on search engines.
- LinkedIn is the most used social channel by B2B marketers; it is also considered the most effective.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji