Zazzle Media surveyed in-house marketers and agency heads from various companies for the study.
This piece states that 60% of marketers say a lack of resources and budgetary restrictions are the main reasons why they don’t spend more on organic search activity. Even though a third of marketers said they did not know how to measure the impact of SEO, 97% said that SEO had been useful for their brands.
The research also found that data-led objectives can help marketers quantify and measure consumer traffic as well as prove ROI. Marketers also prefer easily quantifiable KPI’s over more abstract measures like brand awareness.
The survey revealed that there are a knowledge and skill gap around SEO which marketers need to address. A quarter of the respondents called for more explicit guidelines on best practises from Google Webmasters.
[2 minute read]