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There is a newer version of this report available: UK Search Engine Marketing Benchmark Report 2014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 2012, 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.

This report, now in its sixth year, is available as a PDF document and also as a presentation which summarises some key findings. 

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 for search engine and social media marketing
  • Bid management technology
  • Objectives, effectiveness and ROI
  • Search engines and PPC platforms, including opinions of the Microsoft Yahoo Search Alliance
  • Integration of search and display
  • Types of search engine marketing
  • Social media including uptake figures on Google+
  • Barriers to search and social media marketing

Highlights include:

  • Companies are continuing to invest in search and social media marketing. Nearly two-thirds (62%) of companies are planning to increase their social media spending in the next 12 months, along with 57% who are increasing spending on SEO and 49% who are increasing spending on paid search.
  • 38% of companies are spending more than £100,000 on paid search annually, whereas only 4% of companies spend more than £100,000 per year on social media marketing.
  • Only 24% of companies are currently using Google+ but 44% are planning to do so.
  • Ease of trackingcost, and integration with analytics are the three most commonly considered factors when selecting a paid search bid management technology platform.
  • Eight out of ten (80%) of companies state that the Microsoft Yahoo Search Alliance does not encourage them to spend more of their paid search budget on advertising on Bing or Yahoo.

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 out search and social media marketing
      2. Agency focus
      3. Search and social media marketing: in-house or agency
      4. Paid search services (supply and demand)
      5. SEO services (supply and demand)
      6. Search marketing services requested
      7. Multilingual search campaigns
      8. 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. Paid search budget change across Google, Microsoft/Yahoo Search Alliance, and others
      6. Percentage of paid search budget spent on local search
      7. Percentage of paid search budget spent on mobile search
      8. Percentage of paid search budget spent on management fees
      9. SEO budget
      10. Annual change in SEO budgets
      11. Social media marketing budget
      12. Annual change in social media budgets
    3. Bid management technology
      1. Criteria for selecting bid management technology
    4. Objectives, effectiveness and ROI
      1. Primary objectives for search and social media marketing
      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
    5. Types of search engine marketing
      1. Local search versus social search
      2. Integration of search and display
    6. Social media
      1. Social media sites
      2. Media spend as a proportion of social media budget
      3. Impact of Google+
      4. Use of social media in the context of search marketing
    7. Barriers to search and social media marketing
      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 (1010 KB PDF)
  • Pdf Disabled UK Search Engine Marketing Benchmark Report 2012 (4.89 MB PDF)
  • Powerpoint Disabled UK Search Engine Marketing Benchmark Report Presentation (5.42 MB Microsoft PowerPoint)
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