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http://www.guava.co.uk Edward Cowell Presentation from the State of the U.K. Industry Discussion Panel SES 2010. # Co-Moderators: Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ Helen Alexander, Chairman, Incisive Media, Sr Advisor, Bain Captial and President, the CBI Click to close Speaker Profile # Speakers: Kirsten Mangers, Founder and Chief Executive Officer, WebVisible, Inc. Bill Staples, Director of Search, GroupM UK Jonathan Beeston, Client Services Director, Europe, Efficient Frontier Edward (Teddie) Cowell, SEO Director, Guava
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search engine optimisation
1Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
ResponseUK Search Marketing Report 2009
Online survey in February and March 2009
• 436 company search marketers
• 341 supplier respondents
SMEs and Blue Chips
Range of sectors
Keep and eye out for:
guava.co.uk/uksem2010
search engine optimisation
2Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Which methods do you use to generate consumer leads?
Online Lead Generation (B2C) Report 2009
search engine optimisation
3Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
How much did SEO spend change 2008-2009?
11% of companies surveyed are spending more than £100,000 annually on search engine optimisation.
SEO > Budget rise than PPC 2008-2009.
search engine optimisation
4Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
How much did spend on paid search change 2008-2009?
15% of companies surveyed are spending more than £500,000 annually on paid search.
search engine optimisation
5Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Do you expect your budgets to increase/decrease?
search engine optimisation
6Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
What is more important in terms of impact on your brand?
search engine optimisation
7Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
How successful were your social media campaigns?
Were your organisation's social media campaigns more or less successful than you expected?
search engine optimisation
8Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
John (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania. "I know I waste half the money I spend on
advertising, the problem is, I don't know which half." - John Wannamaker
search engine optimisation
9Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Analytics continues to move up the agenda…
The proportion of companies who say they are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009.
For SEO, there has been an even bigger increase, from 20% to 35%.
search engine optimisation
10Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Changes in SEO tracking 2008 - 2009
search engine optimisation
11Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Change in paid search services used 2008-2009
search engine optimisation
12Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Change in SEO search services used 2008-2009
search engine optimisation
13Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Summary
Search volume continues to grow as belt tightening demands more transparent media.
SEO saw the biggest rise in budgets over the past 12 months, and still perceived as most important for ‘the brand’’
Social media will increasingly becoming part of the mix, influencing search engine ranking algorithms from a content and user perspective. Search engines will increasingly be required to organise those channels.
We have got to continue working on improving how we measure and attribute value to search.
