Research

New Study: How SEOs are Missing Out on Natural Search Traffic by Neglecting On-Page Auditing

Earlier this year we published a research paper titled The Unoptimized SEO—How Manual Tasks Sabotage the Potential of Natural Search Marketers.  Based on surveys of SEO professionals and lab based experimentation, the paper analyzed how SEOs spend their time, how they would prefer to spend their time, and the impact on task distribution with the introduction of advanced technology.

Today we are releasing part two in the Unoptimized SEO series.  In this paper, titled: The Unoptimized SEO: How SEOs are Missing Out on Natural Search Traffic by Neglecting On-Page Auditing we focus on on-page auditing as an SEO tactic.  Using survey data and lab based experimentation and analysis, we found that search marketers may be missing out on significant opportunity to drive natural search traffic by not auditing as frequently or as thoroughly as they should be.

Our research found SEO professionals overwhelmingly find value in on-page auditing as a tactic and believe they are auditing as frequently as they should – with the majority auditing less than twice a month. In reality, analysis of more than 11,000 pages from more than 200 domains, shows 4 out of 5 pages are actually changed once per week. Consequently, marketers are losing out on opportunities to be visible in the search engines and to drive natural search traffic.

Additional key findings include:

  • Auditing Frequency Mismatch: The majority of SEOs believe they are auditing frequently enough to ensure optimal page visibility.  However, 4 out of 5 web pages change at least once a week while the majority of SEOs audit less than twice a month.
  • SEOs Overwhelmingly Find Value in Technology:  SEOs state technology would enhance their on-page auditing efforts with 87% reporting they would be more effective at on-page auditing with automation technology.
  • Dedicated Resources Needed: Up to four full time resources are needed to manually audit 500 pages, while an SEO platform does so automatically with no additional resources required, regardless of the number of pages being audited.

Download Conductor’s research study to find out more about SEO professionals’ on-page auditing behavior, attitudes toward technology and the impact of technology on on-page auditing.