Crunching the search marketing numbers

With the B2B buying journey increasingly occurring online, it’s more important than ever to have a strong search presence.

In fact, 68% of B2B buyers prefer to research independently than call a salesperson when first looking for suppliers.

With that in mind, let’s take a look at some statistically-driven ways to keep your brand at the top of your audience’s search results.

How do I keep my organic search ranking high?

Content, content, content.

72% of marketers say that the best search tactic is creating relevant content, and websites with blogs get 4.3x more pages indexed by search engines than websites without.

I’ve been blogging for months – when does SEO pay off?

When the leads roll in.

In fact, 57% of B2B marketers say SEO generates more leads than any other marketing initiative.

So, it’s all about leads?

Not at all.

Brands also experience an average perception lift of 30% from higher search rankings.

How do I choose my keywords?

Remember the long-tail.

50% of searches are 4 words or more, so make sure you rank well for the longer phrases which are more specific to your business.

Should I be focusing on SEO or PPC?

It all depends on your objectives – and your resources.

PPC offers more stability, a shorter lead time and better targeting. SEO, on the other hand, is often cheaper and more effective at helping to build credibility.

It’s well worth noting, though, that 11% of B2B marketers see PPC as the most overrated marketing activity, compared to 5% who say the same about SEO.

Do I need to optimise for mobile search?

You bet.

Especially since 50% of B2B search enquiries are now made on mobile devices.

How do I know if my search activities are working?

Use some benchmarks.

For example, the average click-through rate for a B2B search on Google is 2.41%, whilst the average cost-per-click is $3.33.

SEO and PPC can seem complicated – but with the results on offer, it’s well worth the effort to master them.

And if you need help creating powerful, relevant content that boosts your ranking, drop us a line.


SEO and PPC can seem complicated but, with the results on offer, it’s well worth the time and effort it takes to master them.

If you ever need some help with creating powerful, relevant content that boosts your ranking, drop us a line.


[Header photo: Alain Pham on Unsplash]


[Header photo: Alain Pham on Unsplash]