“Superior” SEO Strategies VS “Inferior” SEO Strategies
Marketers who rate the ability of their companies’ SEO
strategy to achieve important objectives as very successful (“Superior
Strategy”) show some different priorities than those who deem their strategies
to not be successful (“Inferior Strategy”), according to a report from Ascend2
conducted in partnership with Research Underwriters.
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“Superior” VS “Inferior” SEO
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One of the most obvious
differences between the groups is in their approach to social media
integration: 38% of those with a “superior strategy” describe their integration
of social with SEO strategy and tactics as extensive compared to just 2% of
those with an “inferior strategy.”
Moreover, while just 5% of those with a “superior strategy”
say they are not integrated fully half of the “inferior strategy” group have no
integration at all.
The connection between social and search has been noted a many
times recently. A Searchmetrics study found social signals to be the highest
correlating factors with Google rankings. A BrightEdge survey showed 8 in 10
search marketers believing that social sharing of content will be a more
important means to improve rank this year than last.
How else do successful SEO strategists differ from their
struggling counterparts? The study suggests that those with a “superior
strategy” are:
More likely to look at increases in traffic conversion
rates, SEO ROI, and content development as important objectives and less likely
to count increased web traffic, improved brand awareness and improved keyword
management as top goals.
The successful SEO strategists are more likely to cite
changing search engine algorithms as a critical obstacle to achieving their
objectives (39% vs. 11%), and far less likely to point to the lack of a clear
and concise strategy (6% vs. 58%) as a main challenge.
About 67% of the successful SEO strategists are more likely
to say that creating original content is their most effective SEO tactic (55%
vs. 33%). While also being more likely to say that keyword management and
external link building are effective.
The two groups do share some common beliefs with both saying
that. Improving organic search rankings is their top objective. The lack of
budget and/or headcount is their top obstacle. Updating website content is an
effective SEO tactic and website visitor traffic and trend is a useful metric.
Steve Steinberger
561-281-8330
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