WASHINGTON, January 17, 2018 /PRNewswire/ — Social media marketing is the top SEO services priority among U.S. businesses in 2018, according to new research from Clutch and Ignite Visibility. Over 90% of companies that invest in SEO also invest in social media.
The survey of 303 US business marketing decision makers reveals that most tend to shape their SEO strategy based on the SEO services they favor and the challenges they face.
Two factors influence the direction of a company’s SEO strategy: the changing customer journey and whether the company is focusing on paid search or organic SEO services.
Organic SEO services include:
- On-site optimization – web design, site infrastructure, blogging
- Offsite optimization – content marketing, social media marketing
More than 40% of companies that invest in SEO focus on organic services, compared to 19% that focus on paid search.
Companies that focus on organic SEO are more likely to use in-house staff for general marketing, like content marketing and social media. More than three-quarters (76%) of companies that focus on bioservices use in-house staff.
On the other hand, companies that focus on paid search are more likely to hire an SEO company. More than two-thirds (68%) of businesses that focus on paid search use an SEO company, compared to just 37% that rely on in-house staff.
Paid search complements organic SEO by providing feedback on keyword research, audience targeting and effective ad copy, said Eythor WestmanHead of Paid Media at Ignite Visibility.
How companies adapt to changes in the customer journey to purchase is another factor that shapes SEO strategy. The rise of mobile search is driving changes in the customer journey to purchase.
SEO experts agree that customers use their mobile devices to learn more about a business through social media and site content before converting to make a purchase.
“Now someone searches for a keyword on Google. Then they click on a top term like ‘SEO company’. They read our blog and click on social media,” said John Lincoln, CEO of Ignite Visibility. “Then they convert three weeks later after feeling comfortable with you.”
In response, companies are prioritizing SEO services that facilitate the customer journey. Along with social media (20%), companies consider creating content to gain links (15%) and mobile search optimization (14%) as their top SEO priorities.
Read the full report here: https://clutch.co/seo-firms/resources/how-organic-paid-search-inform-seo-strategy.
For questions about the survey, commentary on the results, or an introduction to the industry experts included in the report, contact Grayson Kemper to [email protected].
About the clutch
A B2B research, rating and opinion firm at the heart of washington d.c., Clutch connects small and medium-sized businesses with the best-suited agencies, software, or consultants to tackle business challenges together and with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified customer reviews, services offered, quality of work, and market presence.
About Ignite Visibility
Flaming Visibility is a leading internet marketing company based in San Diego, dedicated to providing the highest level of customer service in the industry. By building long-term, mutually beneficial relationships with clients, Ignite Visibility creates custom solutions specifically designed to meet each client’s specialized business objectives. Because a company is only as good as the promises it keeps, Ignite Visibility holds itself accountable to clearly defined KPIs established at the start of every campaign. Ignite Visibility’s core services are SEO, Social Media, Paid Media, Email Marketing, Amazon Marketing, and Conversion Rate Optimization.