Study: SEO Technology Rapidly Becoming the Norm in Search Marketers’ Online Toolbox
New York, March 8, 2011: Conductor, the leading SEO platform provider, in association with Econsultancy, the leading digital publishing and training group, announced today the detailed results of SEO Trends: Issues and Opportunities, a report that details the findings from an online survey conducted in December 2010.
The report, based on a survey of approximately 400 search marketers and administered by independent research firm Econsultancy, found that the SEO industry is experiencing a technology maturation. The study found that many search marketers are turning to a SEO platform due to the inability of traditional tools to scale. More than 60% of respondents are managing more keywords than they were a year ago and many are turning to technology to help manage their growing keyword portfolio.
In addition to enabling search marketers to scale keywords, the features and functionalities of a SEO platform provide unprecedented visibility and automation. Nine out of ten search marketers overwhelmingly find value in the SEO platform as it offers improved information gathering and analysis in such capabilities as rank tracking, automated alerts and on-page functionality.
The study also highlights the increasing importance of SEO as an input to overall business strategy. Companies are realizing that SEO metrics are more than just a measure of clicks and conversions. For many organizations, SEO metrics not only reflect traffic, but brand engagement, reputation and ultimately direct sales. Subsequently, three out of four SEO professionals state that SEO metrics have more influence on business strategy decisions than they did 12 months ago. Additionally, online marketers are recognizing the importance of SEO as a sales and brand development channel and are increasing their commitment to SEO with more than 65% of the online respondent’s planning to increase their SEO budgets in 2011.
Key takeaways from the study include:
- 62% of search marketers are currently using or researching a SEO technology platform in the next 12 months.
- Over 60% of respondents are managing more keywords than they were a year ago and many are turning to technology to help scale and manage their growing keyword portfolio.
- 9 out of 10 search marketers overwhelmingly find value in the SEO platform as it offers improved information gathering and analysis in such capabilities as rank tracking, automated alerts and on-page functionality.
- 3 out of 4 SEO professionals state that SEO metrics have more influence on business strategy decisions than 12 months ago.
“This Econsultancy report highlights the SEO platform as becoming the de facto standard tool for SEO professionals everywhere,” said Seth Dotterer, Senior Director of Marketing at Conductor. “The report provides compelling insight into the move to metrics and technology and sheds light on the rapid maturation of the SEO industry that is happening right before our eyes.”
“Every indication is that SEO is only becoming more important for marketers,” says Stefan Tornquist, Research Director-US, Econsultancy. “SEO is the lynchpin of strategies that increasingly hinge on successful inbound marketing. Every year, companies are spending more on the practice itself, as well as on the tools to better understand and manage it.”
For more information, you can download the complete SEO Trends: Issues and Opportunities report here.
About Conductor: Conductor is the undisputed leader in SEO technology, having twice created dramatic shifts in how SEO technology is marketed. The company created the first enterprise SaaS SEO technology solution, Conductor Searchlight™, which has become the most widely adopted SEO platform. Searchlight is the de-facto solution for marketers to scale and manage natural search like any other successful marketing program, monitor their competitive market share and continually improve their SEO programs. Conductor’s launch of the SEO Cloud™ has enabled marketers across many disciplines to leverage natural search visibility throughout their online marketing mix. Companies such as Monster.com, Siemens, Toys “R” Us, Autodesk and GE rely on the company’s technology solutions and expert team to continually measure and improve their natural search traffic and revenue.The company’s revenue, customer success and engineering teams are based in New York City. Conductor was recently voted as one of Crain’s Best Places to Work in NY for the second year running and was named as the 13th fastest growing software company in Inc. Magazine’s latest rankings.www.conductor.com. @conductor.
About Econsultancy: Econsultancy is a digital publishing and training group that is used by more than 200,000 Internet professionals every month. The company publishes practical and timesaving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers. Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world’s most famous brands use Econsultancy to educate and train their staff, including Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder. For more information, visit http://www.econsultancy.com.