More Organic Conversions from Social
Today’s the publishing date for MarketingSherpa’s 2011 Search Marketing Benchmark Report – SEO Edition, and the report has shaped up to be a valuable tool for strategic planning.
One chart I found particularly interesting (out of the 160 in the book) compares the conversion rates for organic traffic between organizations that incorporate social media into their search campaigns and those that do not. You can see the chart in the free executive summary.
Marketers who mix social and search report a 27% conversion rate for organic search traffic, while those who do not report a 17% rate. This disparity is likely due to several factors:
– First, social media marketing is known to improve brands’ reputations online, and a brand with a stronger reputation is more likely to convert visitors.
– Second, a brand’s social media profiles often appear in searches for the brand, which adds to its number of search engine results and increases the brand’s perceived credibility.
– Finally, additional links on the SERPs push down relevant competitors, making the searcher more likely to engage with the brand.
The first point is further supported by additional data in the Benchmark Report. Marketers more often reported social media than SEO as being very effective at improving reputation and public relations.
SEO, however, was more often reported as being very effective at increasing:
o Awareness
o Website traffic
o Lead generation
o Offline revenue
o Online revenue
Reviewing all of these facts reveals SEO as a much stronger contributor than social media to the bottom line — but it also shows social media can dramatically improve SEO’s impact by boosting its conversion rates.
Is your company seeing similar trends? Or something different? We welcome your comments…
