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SEMPO 2015 State of Search Published

     
6:49 pm on Nov 2, 2015 (gmt 0)

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SEMPO has just published its 2015 state of search report, and here are a fee snippets.

Something that doesn't surprise me is the SEO Challenges.

Some key results from 2015:

Search still leads digital marketing efforts

Marketers are outpacing agencies in email use, 86% vs. 50%

Mobile activities across the board are lower than might be expected, at 48% and 42%

Agencies are relied on for more expertise in specialized segments of paid search

Marketers are comfortable handling social media in-house; agencies are more likely to use social advertising on Facebook

Agencies are managing more of the "second tier" of image-oriented social media channels

Biggest SEO Challenges: for marketers it is measuring SEO ROI; for agencies it's obtaining budget for SEO efforts

SEMPO 2015 State of Search Published [sempo.org]
8:13 pm on Nov 2, 2015 (gmt 0)

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Biggest SEO Challenges: for marketers it is measuring SEO ROI


Of course it's a challenge to measure SEO ROI. It's challenging because it's applying PPC ROI metrics to an activity that is fundamentally and completely different. It's my belief that the industry has sleepwalked into applying PPC metrics to Organic SEO without even considering that it is illogical to do so. Organic and PPC are vastly different. Makes no sense to apply the rules from one to another.

SEMPO sees it but doesn't know what it sees
This SEMPO report is hazily recognizing this fact, like a patient arising from a coma semi-conscious. Maybe next year the authors will come to their senses and state the common sense truth: It is illogical to measure organic SEO using a metric devised for PPC.
 

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