If you’re trying to decide where to focus your marketing efforts, one thing that could help you make the decision is data. At Example Marketing, we’re all about data, but we never want to overload you with marketing jargon or reams of unhelpful stats.

So, in this article, we’re going to give you some plain, clear statistics that demonstrate the value of undertaking Search Engine Optimisation (SEO) activity. This means things like optimising your website for specific keywords, working on search engine focused content, as well as technical SEO jobs like making your site run as fast as possible.

We’ve sourced these statistics from a range of different places. Check out the references section after the article if you want to chase down some more stats.

SEO is the second biggest marketing channel

In the latest Hubspot State of Marketing report, they asked over 1500 marketers all over the world about their marketing strategies. One of the specific questions they asked was “what is your organisation’s primary approach to marketing?”. In this study, social media was the top result, with nearly 70% – but SEO was second, with 40% of organisations say that it was their primary approach.

Bear in mind that this isn’t the overall number of marketers who spend time or effort on the SEO marketing channel, but the number of marketers who consider it to be their primary strategy. So, 40% of marketers believe SEO is the single most important thing you can do when it comes to marketing – a powerful vote in favour of SEO.

A majority of marketers invest in SEO

In the same study, 69% of marketers reported that they had actively invested in their SEO strategy or activity in 2021. This means that over two thirds of all marketers were expanding their SEO effort or toolkit.

One of the things that often stops people from getting started in SEO is a lack of data. It’s difficult to see what you could improve on your site, if you don’t know what pages are already ranking, or their performance. So, investing a small amount into some software or online tools that will give you that data really is the first step on your SEO journey. Or, spend that money on SEO support from an agency who already have the tools and knowledge to analyse your site.

Strategic keywords are a common approach

SEO is a big area, and it can be hard to know where to start. In the Hubspot survey, 71% of marketers said that their primary SEO strategy was looking for “strategic keywords”. This strategy is all about keyword research and understanding the space that you’re operating in.

To look for strategic keywords and focusing on these as part of the SEO strategy, you’ll first need to conduct research into what keywords you want to rank for, and what keywords your competitors are targeting. Then, create optimised content to target these specific keywords and publish it on your site.

Bear in mind that SEO is an interconnected field, so it’s generally not enough to just create content to target these keywords. If you’re not also spending some time on technical SEO, you may find that you can’t rank at all, as the search engines aren’t able to even see your content.

Search engines are the internet for many people

In another stat that really underscores the importance of optimising your website for search engines, did you know that 68% of online experiences actually begin with a search engine? This means that two thirds of the time, people don’t start browsing by visiting a website, they just search for something using a search engine.

For a lot of people, a search engine, particularly Google, simply is the internet. It’s how they start every time they’re actually looking for something online. Even for those who do visit specific websites, search engines are increasingly mediating our online experiences. This means that, if you’re not bothering to optimise your website for search engines at all, and relying purely on direct traffic, you could be missing out on a huge number of customers who are always using search engines.

Search engine results are “winner takes all”

You might have heard that search engine results are “winner takes all”, but did you know that recent research has demonstrated that the first result in Google gets around a third of all the clicks on the search engine – 32%! While you might think that being on the first page is good enough, you could be missing out on a lot of traffic by not optimising your pages enough to move up the rankings.

With Google adding more and more features to search engine results, like featured snippets and answer boxes, this winner takes all effect is only going to get stronger.

People research their purchases online

More than half (53%) of consumers in the US say that they research products online using a search engine, before they decide whether or not to buy. Even if you’re spending money on social media advertising to get your product or service in front of people, you may be losing customers if your website then doesn’t appear in related searches.

This is because lots of people will see products and then conduct their own research. If you’re not investing in search engine optimisation to capture some of this traffic and guide it to information about your own products or services, you could be really missing out.

Looking for help with your SEO strategy? Example Marketing work with businesses across Norfolk and the UK to deliver SEO marketing that really works. We’ll work with you to construct a tailored strategy that can grow your business.

Sources:

https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf

https://backlinko.com/seo-stats

https://www.hubspot.com/marketing-statistics