SEO can make a big difference in helping you achieve your overall marketing goals. Because of its technical nature, it's not as well understood as other marketing tools. You could say it gets a bad rap – unfairly.
The main point is that when you reassess your marketing strategy, peel back the onion on SEO and carefully examine what it can do for you. To help you, I've picked 7 compiling statistics. Read them. I'm sure you'll agree they tell a story that's hard to contest.
1. 93% of online experiences begin with a search engine. (Search Engine Journal, 2012)
Optimization is the key to finding useful information. Imagine more than 9 out of 10 prospects resort to search over any other online activity. Just as all the planets revolve around the sun, online activity revolves around optimization. If it's central to just about everyone, then you can not afford to ignore the importance of SEO as a central feature of your marketing strategy.
2. 73% of users stated that the information they found was trustworthy and accurate. (Pew Internet: Search Engine Usage 2012)
Trust remains a key feature of the online experience. Businesses are built on relationships. Relationships are built on trust. Trust is built on credibility, quality, and impartiality. Google's the number one for a reason. Its results are reliable, valuable and impartial. Consequently, as you develop your marketing strategy, you'll want to consider building quality reliability into your online content.
3. 71% of purchase decisions are started with a search engine. (Brafton, Dec 2011)
It's safe to say that it all starts and ends with optimization. While the statistic above is fascinating, this one is compelling. This means that out of every 10 potential buyers, about 6 or 7 will decide to purchase. You can not get more efficient than that. This is an excellent opportunity to translate creative content into competitive advantage.
4. 71% of marketers say that content marketing has helped improve their site's ranking in organic search. (iMedia Connection)
SEO works – period. Some marketing tools are hit or miss. Some are hard to measure, making it difficult to know what value they add. With SEO, however, you can easily measure your results. As this statistics sows slightly more than 7 out of every 10 marketers states that optimizing their website resulted in improved rankings. It's a conservative and steady way to help you attract more prospects.
5. Search is the # 1 driver of traffic to content sites, beating social media by more than 300%. (Outbrain)
Optimization is tried-and-true. It's not a fad. Admittedly, it does not get the press like social, but it achieves results. Like the parable of the hare and the turtle, focus, consistency and diligence lead to success. You do not have to get fancy or jump on every social media platform. Pursue an optimization strategy with single-minded application to achieve out-sized results.
6. SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal, 2012)
It's all about closing the deal. No other marketing tactic is as effective. Why is it so effective? There are many reasons. It's measurable, which allows you to develop precise marketing content for a targeted audience. Then you can further segment that audience to further refine your content strategy. Applying SEO is like using a scalpel instead of a sledge hammer. It's the Holy Grail of marketing.
7. At end of 2013, 1/3 of all search will be on mobile devices. (SEOinhouse.com)
The future looks bright. We've already discussed the value of optimization. It's efficient and effective, but does it have a future? It does – without question. Mobile is growing phenomenally. Google's expansion into local search is in synch with the trend of more users move to mobile devices. It already has with. As a B2B marketer you're challenged to deliver relevant and compelling content and then deliver it in the manner the prospect wants. Make it easy and convenient and you'll convert.
Take Advantage of the Amazing Results SEO Provides
B2B marketers have an opportunity to ratchet up their marketing strategy by including search engine optimization.
It's a major component of any successful marketing plan. It has a proven track record, and it bodes well for the future. These statistics tell a compelling story.
Does your strategy leverage the benefits of SEO? Can you make any improvements?