Generating Content for SEO Remains A Must Do

Thanks to Optify’s 2012 B2B Marketing Benchmark Report, marketers can gain some insight to help ensure their web content performs as well as it can. Optify reported on referral traffic, organic search, social media, email, paid search and other aspects of content marketing, showing that marketers must focus on a variety of channels to see success. Here are their key findings:

1. There is clear cyclicality in the B2B space with first quarter of 2012 and from September to
mid-November, showing the strongest performance in terms of traffic.
2. Google is the single most important referring domain to B2B websites, responsible for over
36% of all visits.
3. Social Media is still a small fraction of traffic and leads to B2B websites, contributing on
average less than 5% of all traffic and leads.
4. Email shows high engagement rates as well as strong conversion rates with an average 2.9%
lead conversion rate.
5. Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of
companies in the report discontinued their paid search campaigns during 2012.
6. Twitter is the strongest social media channel for generating leads, outperforming Facebook and LinkedIn 9-to-1 with 82% of social media leads coming from Twitter.

What really stood out from this report, was that Google remains the top referring domain for B2B websites. The search engine behemoth accounts for 36 percent of all website traffic. And, the study suggests that organic search really drives a significant amount of traffic overall, accounting for 41 percent of B2B website visits. With so much traffic generated organically without the paid search tools via sites like Google and Bing, it’s clear that high-tech marketers should focus their efforts on generating content for SEO and keep their brands at the forefront in SERPs.

- Jack Bradman
Sr. Client Partner, G2Market