Here’s a nice infographic to complement a point I made in an earlier post on search marketing. In the US, although over 90% of search marketing spend is allocated to paid search, only 10% of traffic actually comes from clicks on paid ad slots. As you can see from the graphic below, the overall majority (nearly 90%) of clicks are from organic listings. Businesses take note. SEO should be a key component of your online marketing activity.
A good snapshot included in an article by Paul Braat (@Braat) that shows what tools are being employed to distribute content on the web. Unsurprisingly it shows Facebook and Twitter have the potential to be significant traffic drivers. Given the cost of marketing on Facebook and Twitter, it makes it hard to find reasons why they shouldn’t be part any business’s marketing strategy.
Did you know that the first ten links listed on the first page of a search engine’s results receive just over 89% of all traffic! Of that traffic, the first ranking position in the search results receives 42.25% of all click-through traffic, the second position receives 11.94%, the third 8.47%, the fourth 6.05%. So where do you want to be? Page 1, position 1? Try typing various different keywords into Google, Yahoo and Bing and seeing where you currently appear in the results. If its not somewhere in the top 3 then straight away you’re losing 60% of your potential customer base. If you’re not on the first page, then there goes another 30%!
PPC vs SEO: Many of you will have heard of organic search (SEO) as opposed to paid search (Pay-per-Click). Well did you also know that although 90% of Search Engine marketing budgets go on Pay-per-Click adverts only 10% of web traffic actually comes from clicks on the paid for results. Conversely, with only 10% of budgets spent on search engine optimisation techniques (organic search), in reality 90% of traffic comes from the organic search listings. That’s why it’s important to budget for ongoing SEO to maintain good organic placement.
Why is search important as a channel? To start with, the numbers: over 50% of Internet users use search on a daily basis. Add to that the general decline in acceptance by web users of display advertising – banners, buttons, pop-ups etc – and search becomes a major way to find and advertise goods and services to new potential customers. Not only that but search is unique in that it gives brands the power to be in front of the consumer at the very time of consumption. Search is an intent driven activity. We don’t search casually, we search to find answers, information, and goods and services to consume. What does that mean for you as a marketer? It means truly qualified leads and it means greater return on your marketing investment as a result.
Some of you may have noticed the recent skew towards mobile related blog posts over the last couple of weeks. Well that’s because we want to highlight the importance that mobile is going to play in 2011. As one well known digital marketer recently stated, taking a “wait and see” approach to mobile is no longer the way forward. Today’s consumer is already mobile and this strategy will only “land your brand squarely in the consumer’s rear view mirror”.
According to Gartner research, mobile will outpace the desktop web by 2013 with more mobile devices accessing the Internet than PCs. But if you’re thinking that 2013 seems a long way off, well think again. Here in the UK, mobile internet retail sales are already worth £123 million and are set to more than double over the next two years. According to the latest research by Ofcom, 23% of UK’s mobile phone users now regularly use their handsets to access the internet and as the uptake in smartphones increases so too will mobile internet usage. Already many mainstream UK businesses are reporting that between 5-15% of their overall site traffic is mobile based and with more than 50% of users aged 18-39 also checking their email on their mobile if you have an e-CRM programme there’s another channel that needs to be optimised for mobile!
So here’s a challenge for you: have a quick check of your site statistics. This will illustrate just how popular your website already is with mobile users. It could also highlight the need for a mobile-specific interface, especially if the mobile stats don’t paint a pretty customer experience e.g. a high bounce rate for key site pages viewed on a mobile device. Then have a look at your own company site on your mobile. For example, if your non-mobile optimised website has components that use Flash, any iPhone/iPad browsers will not be able to render the content ultimately resulting in a poor user experience.
Want to learn more? Need some help building your business case for your investment in mobile and for working out what the return on your investment would be? BoxStuff now offers a range of mobile services so get in touch now and talk to us about how you can ready yourself and your business for today’s rapidly developing mobile future.