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55% of digital marketers don’t know what words to use for SEO and PPC

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By The Drum Team, Editorial

July 13, 2011 | 2 min read

A survey by Hydra, Software-as-a-Service (SaaS) marketing technology, has shown that 55% of digital marketers don’t know what words will lead to the optimum search returns for campaigns.

The survey of 300 UK-based digital marketers showed that companies who do not share keywords and phrases through the Search Engine Optimisation (SEO) and Pay Per Click (PPC) were less likely to know what words would lead to the greatest returns - 80% versus 46% of companies who share words across the teams.

Hydra’s ‘Natural Search, Paid Search & Social Media Integration2011’ research showed that 90% of those questioned saw an advantage in having digital teams use a common reporting and campaign implementation platform, but 29% of respondents indicated under half of their needs are met by their current toolset.

The majority of respondents (77%) regularly benchmark their site against competitors; with companies using tens of thousands of keywords displayed the highest percentage of respondents finding access to competitor data 'moderately difficult'.

Ruth Zohrer, solutions consultant at Hydra, said: “Hydra's survey shows teams that share terms and work collaboratively have greater confidence in their success than those who don't because they can consider the whole picture.

“Across the board, however, there is an obvious desire to gain greater insight into competitor data easily and efficiently. These two challenges justify their request for better, more comprehensive technology that meets most of their needs: an all-encompassing solution that can replace a set of multiple tools.”

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