web-seo presentation
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PERFORMANCE BENCHMARKINGWEB-SEARCH ENGINE OPTIMIZATION
April 2010
Tuesday, April 27, 2010
BACKGROUND
This Web-SEO benchmarking survey is a follow on to the
previous Strategic Marketing study*
The earlier study, along with a review of Jay Levinson’s
classic Guerrilla Marketing, led The Executive Forum to
suggest a focus on Web and Search Engine Optimization
*Results of the earlier study can be viewed at http://vimeo.com/9389300
Tuesday, April 27, 2010
CURRENT STATUS
Nearly every company in the survey has had a corporate website for ten years or more
Significant upgrades, however, have been infrequent
35%55%
10%
Within the past two yearsMore than two years agoNever
When is the last time you made a major revision to your site?
Tuesday, April 27, 2010
YOUR WEB PRESENCE
Barely a quarter of the respondents have a very favorable view of their site
A slightly higher percentage of people describe their site as very basic and static
32%42%
26%
We have a pretty basic, static web siteWe have a web site of average quality compared to our competitorsOur site is content rich and considered to be a leader in our industry
Which of the following statements best describes your web site?
Tuesday, April 27, 2010
WEB CONTENT
The vast majority of companies have links to other sites and downloadable content
There is very little else in the way of rich content for visitors to experience
Which of the following can be found on your web site?
Case Studies/Client Testimonials
White Papers/Research
Videos
Links to Other Sites
Company Newsletters
Other Downloadable
Content
Social Media Links
Tuesday, April 27, 2010
WEB TRAFFIC
Most visitors are looking at product and service information
But a large number of companies don’t know what visitors are interested in
A great “Other” answer was: educational content!
21%
53%
26%
Don’t knowProduct/Service infoOther
What are the most frequently used/visited features of your web site?
Tuesday, April 27, 2010
FRESH CONTENT
Nearly 4 out of 5 companies in the survey are updating their websites very infrequently
How often do you update your site with fresh content?
5%
16%
47%
32%
WeeklyMonthlyA few times a yearHardly ever
Tuesday, April 27, 2010
SEARCH ENGINE OPTIMIZATION
Analysis of your search engine performance can be done quickly and inexpensively -- and is the best way to determine what types of improvements to make
Have you ever optimized your site for search engine visibility - known as Search Engine Optimization or SEO?
Companies that have performed SEO47%
Companies that have NOT performed SEO53%
Tuesday, April 27, 2010
SEARCH ENGINE OPTIMIZATION
A majority of companies are not sure how to optimize the visibility of their sites on the major search engines.
Do you have a clear idea what it would take to improve your site’s search engine performance?
No58%
Yes42%
Tuesday, April 27, 2010
WEB TRAFFIC
A majority of companies in the study do not analyze traffic to their site
This analysis is not difficult to perform - and can lead to important insights about customers and prospects
Do you analyze your web traffic -- for instance tracking which pages are most frequently visited -- and act upon
this information?
No53%
Yes47%
Tuesday, April 27, 2010
Our site doesn't get much attention42%
We get decent traffic, but minimal "conversion"21%
Our site is an important source of sales leads21%
We can clearly attribute revenue to the website16%
THE WEB & BUSINESS DEVELOPMENT
Nearly 2/3 of the companies report that the web plays a marginal role in supporting sales
Less than 1 in 5 can clearly attribute sales to their web presence
Which statement best describes the role the web plays in your marketing and sales efforts?
Tuesday, April 27, 2010
SOCIAL MEDIA
It is important to note that nearly 40% of the respondents are not active on social media
For those that are, LinkedIn and Facebook are the main vehicles
“Other” responses: YouTube and Blogs
Are you or your company active on any of the following?
0
3
5
8
10
LinkedInFacebook
TwitterOther
Tuesday, April 27, 2010
SOCIAL MEDIA & THE FUTURE
A clear majority believe that Social Media can impact their companies’ performance
Those who don’t, should probably ... think again!
Do you believe that Social Media Marketing could have a positive impact on your company’s performance in the next
12-24 months?
Yes68%
No32%
Tuesday, April 27, 2010
SOCIAL MEDIA OPTIONS
For those that see Social Media impacting their companies’ performance, the vast majority are focused on LinkedIn and Facebook
Which Social Media channels are likely to have the greatest impact on your company?
50%
28%
6% 17%
LinkedInFacebookTwitterOther
Tuesday, April 27, 2010
CHANGES- A SPLIT DECISION
This was a “free text” response, so there was great variety in the responses
A majority, however, had specific changes in mind (e-Commerce, Blogs and search engine performance)
The most common answer was: not sure or don’t know
What one thing would you like to change about your web presence?
26%
21%16%
16%
21%
Not sure/Don’t knowe-CommerceSEO performanceA blogOther
Tuesday, April 27, 2010
NEW FEATURES
While the jury was split again on a free text question, there was a lot of specificity to the respondents answers
What one new feature would you like to incorporate into your web site?
32%
26%16%
11%11%
5%
Video/TestimonialsSupport for salesA blogSEO performanceImproved contentNot sure/Don’t know
Tuesday, April 27, 2010
CONCLUSIONS
The benchmarking data suggests lots of possibilities for
growing your web presence
The following slides offer 10 steps you can take immediately
(okay, not all at once, but still ...)
Tuesday, April 27, 2010
TAKEAWAYS
If you haven’t already, check out the earlier Strategic Marketing study
Tuesday, April 27, 2010
TAKEAWAYS
If you haven’t already, check out the earlier Strategic Marketing study
Tuesday, April 27, 2010
TAKEAWAYS
If you haven’t updated your site in more than two years, you probably should
Tuesday, April 27, 2010
TAKEAWAYS
If you haven’t updated your site in more than two years, you probably should
Tuesday, April 27, 2010
TAKEAWAYS
If you don’t have links to other sites and downloadable content ... get ‘em!
Tuesday, April 27, 2010
TAKEAWAYS
If you don’t have links to other sites and downloadable content ... get ‘em!
Tuesday, April 27, 2010
TAKEAWAYS
Think about Case Studies, Client Testimonials, White Papers, Research & Videos
Tuesday, April 27, 2010
TAKEAWAYS
Think about Case Studies, Client Testimonials, White Papers, Research & Videos
Tuesday, April 27, 2010
TAKEAWAYS
If you don’t know what people are checking out on your site, find out!
Tuesday, April 27, 2010
TAKEAWAYS
If you don’t know what people are checking out on your site, find out!
Tuesday, April 27, 2010
TAKEAWAYS
If you do know what visitors are checking out, ENGAGE them
Tuesday, April 27, 2010
TAKEAWAYS
If you do know what visitors are checking out, ENGAGE them
Tuesday, April 27, 2010
TAKEAWAYS
Commit to updating your site with something (anything!) new every month
Tuesday, April 27, 2010
TAKEAWAYS
Commit to updating your site with something (anything!) new every month
Tuesday, April 27, 2010
TAKEAWAYS
Analyze your search engine performance; it’s easy - and an eye opener!
Tuesday, April 27, 2010
TAKEAWAYS
Analyze your search engine performance; it’s easy - and an eye opener!
Tuesday, April 27, 2010
TAKEAWAYS
If you’re not getting leads from your web site, engage key accounts about it
Tuesday, April 27, 2010
TAKEAWAYS
If you’re not getting leads from your web site, engage key accounts about it
Tuesday, April 27, 2010
TAKEAWAYS
Consider Social Media; start simple and build from there
Tuesday, April 27, 2010
TAKEAWAYS
Consider Social Media; start simple and build from there
Tuesday, April 27, 2010
OneStepBeyond
1415 Macon Avenue
Pittsburgh, PA 15218
412.849.7261
bfischer@onestepbeyondllc.com
BRYAN J. FISCHER
THANKS!If you are interested in more information or have questions or
comments, please don’t hesitate to contact me.
Tuesday, April 27, 2010
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