Social media integration and external link building rank as significant challenges
Search engine optimization (SEO) is one of the most essential digital marketing tactics for both business-to-consumer (B2C) and business-to-business (B2B) companies.
Ascend2 and Research Underwriters in June 2013 surveyed businesses worldwide, comparing them based on their self-rated SEO performance as either “very successful” or “not successful.” The study found that companies with superior SEO strategies were more likely than those with poor SEO strategies to focus on increasing their traffic conversion rate. By contrast, companies with inferior SEO strategies were more likely to worry about increasing website traffic in general. Companies with stronger SEO performance were also more likely to emphasize increased content development, compared with poorer performing companies.
Looking at how B2C companies overall rated the most effective vs. most difficult SEO tactics, updating website content came out on top as the most important SEO undertaking, cited by 50% of respondents. And most didn’t find this tactic particularly hard to pull off; only 20% rated it as difficult.
Keyword management and creating original content were also deemed highly effective. However, B2C marketers rated creating original content as one of the more difficult SEO tactics to accomplish. Only social media integration and external link building beat out content as more challenging, and less than one-quarter of respondents found these tactics effective.
Blogging and repurposing existing content saw the least interest among B2C marketers as worthwhile tactics.