Internet Retailer Survey Numbers are IN!
Okay, the report is in from a combined Internet Retailer Survey and the numbers are pretty impressive!
As we thought, the survey which encompasses chains, catalog firms, web-only merchants and manufacturing firms too, shows that overall, more than 50% of all attributable sales are results of Search Engine Marketing (SEM)!
WooHoo! Knew it! Kinda makes my day, eh…but let’s dig into those numbers a little shall we?
First, do look at the chart in it’s entirety…it asks quite a few SEM queries from all of the survey respondents and while I’ll only look at a few here, there are more than my meager items to note…you should — that is if you use SEM to market your own products to the web world, take a good read of the whole chart, eh!
First and foremost for our own SEO practice, is the survey asked “What percentage of traffic comes to your site via natural search?” This was pretty easy to suss, eh…as more than 25% of the respondents reported that at least 51% of the traffic comes from an organic SEO Campaign! That’s what we’re talking about, eh…the fact that in our opinion, natural or organic search campaigns have a better ROI overall than any PPC campaign at all! This is why over 4 years ago, we quit offering up any kind of PPC campaigns for clients. Yes, that was a policy that we invoked due to our own ‘feel’ of the whole PPC paradigm, replete in our opinion with click fraud, with higher than expected CTR costs and yes, with lower conversions, at least for our own then client PPC roster. So we gave up PPC and we’re happier — as are our clients who converted over to natural organic SEO campaigns too!
“Everything we see from the retail side indicates a considerable interest and investment in search related to the overall goal of driving more online sales,” says Shar VanBoskirk, a vice president and principal analyst who specializes in search engine marketing at Forrester Research Inc. “All types of retailers are focused on driving more web sales, and search is a terrific way to drive that online sales goal.”
As you can see, online SEM drives new traffic to your online store for products (and yes for services too!) and that’s paramount in understanding the “why shoule we spend hard earned dollars on an SEO campaign” client positions we sometimes encounter.
So where’s the traffic coming from? i.e. which search engine carries the load?
“Google dominates the search engine landscape. 19.4% of respondents to the Internet Retailer survey say more than 90% of their search engine traffic comes from Google. 43.9% say 71% to 90%, 25.5% report 50% to 70%, and 11.2% report less than 50%. Yahoo has been the perennial second-place finisher. But a relative newcomer on the scene, Microsoft Corp.’s Bing, has been making inroads since its launch in June 2009, and it’s gaining increasing attention from retail marketers.
In the coming year, 43.4% of merchants plan to shift some paid search spending to Bing. That’s no doubt because Microsoft and Yahoo have agreed that Bing will become the search engine used on Yahoo sites, a switch expected to occur within a year. Bing will then become the clear No. 2 to Google in traffic.”
Again as you can see, Google is carrying the real weight of the traffic and we’d agree totally with those numbers. But traffic is one thing, which search engine provides the best conversions…that’s the real question — and it’s answered thusly —
“In terms of conversion, Google produces the highest conversion rate, says 69.4% of those surveyed, versus 14.3% for Yahoo and 11.2% for Bing. But some experts say Bing is performing better than those survey results suggest…”
Again, it’s Google….no matter who’s second or third…it’s still Google for al things SEM/SEO, eh!
This should be no surprise and yes, they still own the “top of the things-to-do” for us too in both on-page and off-page optimization pre-requisites, eh!
Don’t believe the survey or me? Just think, when was the last time you heard someone say “google it…” when a question arose in any setting?
My own answer is sometime today…Google just is…..eh!Google