Paid search now accounts for around a quarter (24%) of the average business' total marketing budget, according to a new report from Econsultancy and NetBooster.
The UK Search Engine Marketing Benchmark Report 2013 asked respondents about the division of marketing budgets into the search, social media and display categories.
Paid search is apportioned the largest average budget by companies (24%), followed by SEO (18%). Social media and display had equal average share of budget (both 11%).
This figure could potentially increase further by 2014, as more than half of respondents (55%) said they expect their PPC budgets to increase over the next 12 months.
Where should SEO sit within a company? Historically the answer to this would have been an extension to the digital marketing team, in some cases even in I.T, and always siphoned off as a separate marketing element.
This approach, born of technological black-hat tendencies is, like so many in the industry, outdated.
While the rise in the use of responsive web design is reducing the amount of SEO considerations developers need to remember when designing a new site, there are still fundamental differences that need to be considered during the design stages and beyond.
Even when a site fundamentally works regardless of the device being used, and Google has no problems in crawling it with its mobile user agent, those in charge of analytics can often forget the importance of segmentation, treating traffic from all sources as being identical.
In this post, I am going to explain four mobile SEO mistakes you shouldn’t be making on your site that’ll help you think beyond how pretty your site looks on your mobile.
Do you have a localised SEO strategy? Are you making effective use of Google Places? If you are not, like many brands, then you are missing a trick.
For any brand, having an all-encompassing long term SEO strategy, targeting high volume key phrases, is essential to maintaining a continual revenue stream.
However, a vital area that can produce shorter term success but is often overlooked is the opportunity for localised SEO.
The future of search is something that few people outside of Google can predict with any real authority, yet it’s an incredibly important topic for digital marketers.
How much will social signals dictate what we see in search results? What impact will Google+ have in the long term? And will we always rely on keywords as the basis of search?
It’s impossible to address all the possible connotations in just 20 minutes, but Distilled’s Will Critchlow gave it a go during his talk at our Future of Digital Marketing event last Thursday.
One of the main themes was the move from indexing to understanding, whereby Google actually understands the context and sentiment behind a query.
The SEO world is abuzz following the release of Penguin 2.0, though there have been several updates to the algorithm since it launched in April 2012.
The release took place on 22 May, 2013 with additional changes and tweaks likely to take place over the summer months. You can watch the video for yourself below, but, as well as investing in quality content, one of the key phrases that was of considerable interest was this from Matt Cutts:
We are trying to detect when someone is an authority in a specific space and trying to make those authorities rank higher.
So the question that marketers need to ask themselves is ‘How do you create an Authority brand online?’ It’s time online marketers replaced this question over their traditional ‘how do I get to the top of Google?’
Create an authority website, full of interesting content that your target customers want to read and share and you will be rewarded by Google. But not just by Google, but by your customers too.
Guy Kawasaki once said: 'If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing'.
We’d like to think that no matter what you have, money or brains or both, inbound marketing is the only kind of marketing that works today. Inbound marketing, by the way, has a lot to do with digital marketing.
If you are a digital marketer, you are probably forgetting a few marketing principles. Here are some of them...
Thanks again to Panda, Penguin etc, it seems many webmasters are panicking about links they have obtained in the past, or have been pulled up by Google as a result of over-zealous link building.
As a result, we are receiving many more link removal requests than we ever used to, ten or so in the past couple of months.
To be frank, these requests are annoying, and I'm also a little put out that they see this blog as a risk to them. Chris Lake touched upon this recently and, as he says, 'a lot of folks seem to have a bad case of The Fear'.
I thought it was worth exploring this issue in more detail, so I've asked a few SEO experts for their views...
After Penguin hit a lot of sites hard last year, it seems many SEOs have turned to guest blogging for alternative methods of link-building.
I see this in the volume of requests I get for guest posts on this blog, and Google presumably sees this in the volume of new links it is seeing from guest blogging.
It seems that Google is now taking a serious interest in guest blogging, so what are the risks for the bloggers and the sites hosting guest articles?
I've been asking some SEO experts for their views on the potential risks and how to avoid them...
It isn’t the first time SEO has been squared up against another discipline as if they are in opposition with each other.
I’m sure you remember this post in Smashing Magazine, The Inconvenient Truth About SEO, where a deep misunderstanding of what SEO actually is, expressed itself as a diatribe against the industry.
I see posts like this, albeit not quite as high profile, popping up all the time.