B2B: Why Invest in Search Engine Optimization?
Google rules, preferred by 83% of users. This goes up with income/education, too.
The first place on the web users go is search (64%), followed by going directly to a known manufacturer (19%).
For equipment valued over $5,000, known manufacturers website are selected first 25% of the time. If you are a known manufacturer, that's a great opportunity to capture a sale.
Even for equipment valued over $50,000, 11% of searching is done within in a week of a planned purchase (20% for $5-10,000). While this is not a majority, in my experience, they are the ones who can quickly be captured by having the right information and product available.
70% of searchers click on organic listings first, 25% on sponsored listings. This varied by search engine, but as most are using Google, that's what I'm watching (Google was 77%).
The top listing got 27% of organic clicks, while the top sponsored listing got 51% of those who clicked sponsored ads. These just confirm the strength of being #1 on SERPs.
The good news, if you aren't #1, is that the majority of users look at organic listings first (65%) and then 91% scroll down the page to see more results.
More good news is that these organic-listing readers tend to select 'side ads' at a rate of 69%, which is more good news if you aren't #1 (Full report available at MarketingSherpa)
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