POVs

Natural Search Trends and SEO Performance 2013/2014 Year-over-Year

Despite impressive performance, SEO continues to be an often-overlooked (or even actively avoided) opportunity for brand development and sales growth.

From 2013 to 2014, we saw an overall increase in the traffic and conversions attributed to natural search. In addition, the reach and influence of SEO and natural search are growing at faster rates than those related to paid search. While many brands are deterred by the heavy resource demands, the brands that do invest time and dollars in strong SEO are positioning themselves for long-term stability and success.

iProspect’s Steve Beatty, Senior Director of Owned Media and Herndon Hasty, Director of SEO, have prepared an executive-style report based on a review of the in-house analytics data of more than fifty U.S.-based brands whose SEO efforts are managed by iProspect. The sample includes data more than 1.1 billion natural search results and represents $2.4 billion in natural search revenue. While the report focuses on broad year-over tear (YoY) performance, the trends and insights gleaned provide useful benchmarks as we look ahead to 2015 and the SEO opportunities that await strategic, performance-driven brands.

Brands will need to address all aspects of SEO from the technical foundation and infrastructure to the insight research to the creation and distribution of content. More than any other digital marketing tactic, SEO needs to be approached as a holistic and cohesive practice, not an ad hoc campaign.

Download the Natural Search Trends & SEO Performance report today and learn more.

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