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There is a newer version of this report available: UK Search Engine Marketing Benchmark Report 2014

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The UK Search Engine Marketing Benchmark Report 2011, carried out in association with digital agency Guava, contains a comprehensive analysis of the UK search marketing environment.

The 100+ page report, covering search engine optimisation (SEO or natural search), paid search (PPC) and social media marketing, is based on an online survey of more than 600 client-side digital marketers and agencies.

This report, now in its fifth year, is available as a PDF document and also as a summarised presentation. 

The research gives a unique and thorough insight into how much companies are spending on search marketing and social media, what search engines and social media sites they are focusing on and what metrics they are using to measure success ... plus much more.

The survey findings are divided into the following sections:

  • Type of search activity and search services Budgets
  • Technology and analytics
  • Objectives, effectiveness and ROI
  • Search engines and PPC platforms
  • Integration of search and display
  • Types of search engine marketing
  • Social media
  • Barriers to search and social media marketing

Highlights include:

  • Increased investment in Google has come in spite of the fact that 59% of companies and 79% of agencies report that Google keyword prices have gone up in the last year.
  • 39% of companies are spending more than £100,000 on paid search annually.
  • Agencies deem local search (46%) to be more valuable than social search (21%).
  • Three quarters (76%) of agencies report increased PPC investment in Facebook over the last year.
  • Two thirds of companies surveyed (67%) carry out social media marketing exclusively in-house, compared to 42% for paid search and 52% for SEO.

Table of contents

  1. Executive Summary and Highlights
  2. Introduction from Guava
    1. About Guava
    2. About Econsultancy
  3. Methodology and Sample
    1. Methodology
    2. Respondent profiles
      1. Job roles
      2. Annual company turnover
      3. Business sector
      4. Geography
  4. Findings
    1. Type of search activity and search services
      1. Companies carrying out search and social media marketing
      2. Agency focus
      3. Are search and social media marketing done in-house or by an agency?
      4. Paid search services (supply and demand)
      5. SEO services (supply and demand)
      6. Content strategy
      7. Impact of blended search on content strategy
      8. Multilingual search campaigns
      9. Multi-territory search campaigns
    2. Budgets
      1. Percentage of overall budget spent on search marketing
      2. Change in search and social media budgets
      3. Paid search budget
      4. Annual change in paid search budgets
      5. Percentage of paid search budget spent on local search
      6. Percentage of paid search budget spent on mobile search
      7. SEO budget
      8. Annual change in SEO budgets
      9. Social media marketing budget
      10. Annual change in social media budgets
    3. Technology and analytics
      1. Bid management technology
      2. Criteria for selecting bid management technology
    4. Objectives, effectiveness and ROI
      1. Primary objectives for paid search
      2. Primary objectives for SEO
      3. Primary objectives for social media marketing
      4. Impact on brand
      5. Tracking ROI from paid search
      6. Tracking ROI from SEO
      7. Tracking ROI from social media marketing
      8. Effectiveness of ROI tracking
      9. Effectiveness of social media campaigns
      10. Annual change in ROI
      11. Issues affecting ROI from SEO and paid search
      12. Changes in levels of referred traffic
    5. Search engines and PPC platforms
      1. Investment in search engines and PPC platforms
      2. Change in keyword prices
      3. Effect of Google Instant
      4. Effectiveness of particular search engines
    6. Integration of search and display
    7. Types of search engine marketing
      1. Local search versus social search
    8. Social media
      1. Social media sites
      2. Use of social media in the context of search marketing
    9. Barriers to search and social media marketing
      1. Barriers to paid search
      2. Barriers to SEO
      3. Barriers to social media

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.

Downloads

  • Pdf SAMPLE: UK Search Engine Marketing Benchmark Report 2011 (492 KB PDF)
  • Pdf Disabled UK Search Engine Marketing Benchmark Report 2011 (3.17 MB PDF)
  • Powerpoint Disabled UK Search Engine Marketing Benchmark Report 2011 (2.22 MB Microsoft PowerPoint)

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