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There is a newer version of this report available: UK Search Engine Marketing Benchmark Report 2014

uk-search-engine-benchmark-2013.jpg

The UK Search Engine Marketing Benchmark Report 2013, carried out in association with digital agency NetBooster, contains a comprehensive analysis of the UK search marketing environment. 

The 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 500 client-side digital marketers and agencies.

The report is available as a PDF document and also as a presentation which summarises some key findings.

This 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, what metrics they are using to measure success, and this year looks at the use of Google+ and Enhanced Campaigns.

The survey findings are divided into the following sections:

  • Type of search activity and search services
  • Budgets
  • Paid search budget
  • SEO budget
  • Social media marketing budget
  • Display advertising budget
  • Bid management technology
  • Objectives, effectiveness and ROI
  • Types of search engine marketing
  • Effect of Google+ and "Enhanced Campaigns" on search marketing
  • Social media
  • Barriers to search and social media activity

Highlights includes:

  • Agencies are offering a fuller range of services as clients seek to join up marketing channels.
  • Integration of SEM and display is increasing
  • Content marketing is moving centre-stage
  • Google+ struggles to win hearts and minds of marketers
  • Budgets for mobile search increase, but Enhanced Campaigns launch gets mixed reception.

Table of contents

  1. Executive Summary and Highlights
  2. Foreword, by NetBooster
    1. About NetBooster
    2. About Econsultancy
  3. Methodology
  4. Findings
    1. Type of search activity and search services
      1. Companies carrying search and related services
      2. Agency focus
      3. Search, social and display advertising: in-house or agency?
      4. Paid search services (supply and demand)
      5. SEO services (supply and demand)
      6. Search marketing services requested
      7. Multilingual and 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
      1. Annual paid search budget
      2. Annual change in paid search budgets
      3. Paid search budget change across Google, Microsoft/Yahoo Search Alliance, and others
      4. Percentage of paid search budget spent on local search
      5. Percentage of paid search budget spent on mobile search
      6. Percentage of paid search budget spent on management fees
    4. SEO budget
      1. Annual SEO budgets
      2. Annual change in SEO budget
    5. Social media marketing budget
      1. Annual social media marketing budget
      2. Annual change in social media budgets
    6. Display advertising budget
      1. Annual display advertising budget
      2. Annual change in display advertising budget
    7. Bid management technology
      1. Criteria for selecting bid management technology
    8. Objectives, effectiveness and ROI
      1. Primary objectives for search, social media marketing and display advertising
      2. Impact on brand
      3. Effectiveness of ROI tracking
      4. Factors affecting search marketing ROI
      5. Success of marketing activity
      6. Annual change in referred traffic
    9. Types of search engine marketing
      1. Local search versus social search
      2. Integration of search and display
      3. Integration of search engine marketing and content strategy
    10. Impact of Enhanced Campaigns
    11. Impact of Google+
    12. Social media
      1. Social media sites
      2. Use of social in search engine marketing
    13. Barriers to search and social media activity
      1. Barriers to paid search
      2. Barriers to SEO
      3. Barriers to social media
  5. Respondent profiles
    1. Job roles
    2. Annual company turnover
    3. Business sector
    4. Geography

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 (1.5 MB PDF)
  • Powerpoint Disabled UK Search Engine Marketing Benchmark Report Presentation (4.38 MB Microsoft PowerPoint)
  • Pdf Disabled UK Search Engine Marketing Benchmark Report (2.23 MB PDF)
  • Excel Disabled UK Search Engine Marketing Benchmark Report Data (84.9 KB Microsoft Excel)
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