Tracking And Automation — Whither SEO?

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A study was released today by Conductor.com (the study was conducted by eConsultancy in December 2010) examining some aspects of the state of the SEO industry and current trends mostly related to technology use.

A number of intriguing facts emerged from the investigation, which was based on a survey of 352 self-identified search marketers (stating they have an SEO program of some kind in place) in North America.

Some findings involving the use of analytics include:

  • 42% stated that SEO metrics were “much more important” as influencers of business strategy in the last year, while 36% stated they were “more important.”  Only 4% identified them as “somewhat less important.” These figures reflect the growing importance of SEO to business, especially given that almost half (48%) of respondents classed themselves as “basic” in terms of the level of SEO they practice — experience has taught them the value of SEO to their organization as a whole.
  • 65% of respondents indicated they track the traffic from natural search at least every week, with 29% watching those figures on a daily basis. Only 27% track the ROI of search engine optimization on as frequent a basis. The tracking of the ROI of SEO will undoubtedly increase as time goes by and SEO becomes a more important part of the overall strategy.
  • Less than half (47%) are involved in competitor analysis tracking more often than once per month. As competition continues to heat up online, businesses will see an increased benefit to implementing more frequent examination of the activities of their competition.
  • More disturbing is that conversion rate by keyword is tracked less often than once per month or never by 43% of those answering.
  • More than half (55%) of those not currently employing an “automated” SEO technology of some sort plan to investigate or put one in place, often to help them as their needs scale up.

The full report is located here.

About the Author

Frances Krug has worked in market research since graduating from UCLA with an MA and CPhil in Latin American history. As an editor and online content provider for the last 7 years, she currently is Associate Editor at iNET Interactive, where she also directs Search Marketing Standard's email marketing program.

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