Survey-SEO rated the least popular digital marketing channel

Published by Nikulsan | SEO
August 14, 2018.
digital marketing

Digital marketing channels are all the rave right now, with SEO known to continuously top the list. However, a recent survey reveals shocking results: only 44% of businesses admitted SEO as part of their digital strategy.

This begs the question: what happened to SEO as a digital marketing strategy? Let's find out from Clutch's survey. Clutch took a poll of 501 marketers from various companies, with a minimum of 100 employees and revenues spanning from $50 million to above $500 million.

Clutch's first question was, “What digital marketing channels does your company participate in(i.e., spends time and/or money on)?". The top six channels included social media, website, email, display/banner ads, mobile apps, and content marketing, with social media taking the chunk of Clutch's survey answer. SEO didn't make quite the cut, holding just 44% of businesses spending time/money on paid search marketing.

Clutch then tries to explain SEO's poor ranking. "Many businesses (and presumably their in-house marketers) don’t understand SEO digital strategy, with SEO results 'not immediately obvious'.”

While it is true that SEO is slow to show results with many marketers not understanding SEO best practices, it'sshocking that 56% aren't doing anything to optimize their SEO rankings.

The top marketing objective of the survey population was to make revenue skyrocket. This objective has been historically accomplished on search than any other digital channel, except email. Note that the goal to “increase website traffic” was only taken upon by 11% of these marketers. People no longer look to their websites to drive conversions.

Does this mean that SEO is now past? Other past surveys have found that SEO typically ranks in the top three strategies adopted by small businesses and enterprises, with marketers becoming frustrated in an increasing mobile search and above-the-fold volume of ads dominant environment.

While SEO has continued to evolve with platforms and technologies, today's SEO should be defined to include voice-assistants optimization. Nevertheless, data-content optimization is critical to search visibility, which is key to pre-purchasing research and content discovery.