According to a survey by Ascend2, on-page content is considered the most effective (57%), followed by keyword research (50%). 46% cited link building as most effective and the most difficult to implement (52%).
According to analysis by iProspect, the share of Google paid search clicks for smartphones has increased from 38.3% in Q3 2016 to 42% in Q3 2017. The share of desktop paid clicks decreased slightly from 54.5% to 53.4%.
In the Digital Marketing community, it is considered desirable for campaigns to have a high click-thru rate (CTR). Often, this is achieved by skewing messaging towards clicks versus letting consumers know who you are, what you do and how to find you. Based on how consumers actually make purchases online, this is a mistake. Sales are influenced far more by brand messaging than by clicks -- even within paid search.
Search is a powerful tool for identifying and measuring intention-based markets. However, search has it's limitations as a tool for building traffic and sales. Searches are dependent upon previous exposure to the concept being searched for. If exposures to a concept decline prior to search, searches will decline. Also, as brands are established earlier in the buying process, search volume will decline. Brand terms eventually dominate intention-based markets, siphoning away searches from non-brand intent.
AdGooroo examined the top 10 education keywords by paid search spend. "Master in business administration" had the highest spend at $5.7 million. "Online college" had a cost-per-click of $28.81.
Top agencies spent more, increased impressions and clicks within Google paid search. IgnitionOne spent 15% more and paid 5% more per click. Merkle increased spending by 14% and received 15% more clicks.
Analysis by Merkle shows that the mobile share of paid search has continued to increase. In Q1 of 2016, mobile was represented 53% of all paid clicks -- with 39% coming from smartphones and 14% from tablets.
An analysis of 100,000 websites and 450 milion pages using the SEMrush Site Audit Tool found that duplicate content was an issue for 50% of sites. Other issues included missing alt attributes (45%), duplicate title tags (35%) and broken internal links (35%).
Analysis by Adobe showed that ROI increased for tablets and smartphones from Q4 2014 to Q4 2015. ROI for desktops was flat.
A survey by SearchDex asks marketers how AI could enhance SEO. 73% reported that it gives marketers the ability to focus on SEO while AI analyzes data. 61% cite the ability to search for issues in SEO strategy and fix them.
A 2014 survey by BrightLocal asks local SEO professionals about their most in demand services. 16% cited on-site optimization and 13% Google optimization. 12% cited web development.
A survey of marketing professionals cited relevant content creation as the most effective SEO tactic, followed by keyword research. External and internal linking was reported as the most difficult SEO tactic.
65% of SEO professionals report that technical onsite optimization is the most successful strategy. This is followed by UX optimization (34%), Evergreen content (31%) and mobile optimization (24%).
Being seem in paid search increases brand awareness, according to a study by Google and Ipsos. Across 12 verticals, a 6.6% lift in top-of-mind brand awareness was reported. Automotive and B2B increased brand awareness by 9% points. CPG increased by 8% and retail by 6%.
Integration (43%) and getting budget (39%) were cited as the top challenges for marketers manageing their paid search efforts. Landing pages (34%) and measuring ROI (26%) were also concerns.
Bing Network now accounts for 1 in every 3 search queries in the US, totaling 5 billion monthly. The Bing Network includes Bing, Yahoo Search and AOL Search Network.
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