If you haven’t made search engine optimization (SEO) a high priority for your website, then you will after you read the findings of a new report by Optify that analyzed website traffic for 600 small to large B2B websites in 2012.
Organic search is the #1 driver of traffic to B2B sites, with 41% of B2B site traffic coming from search engines, according to the company’s “2012 B2B Marketing Benchmark Report.”
Meanwhile, for all the money spent in paid search, only 4.7 percent of traffic is generated that way.
Direct traffic, meaning folks just typed in your URL, accounts for 40 percent of site traffic, and referral from other sites accounts for 11.5 percent.
When it comes to lead generation, direct traffic generated the most leads at 34 percent, while organic SEO contributed percent and referrals contributed 12.5 percent.
In organic search, Google accounted for 88 percent of site traffic.
What’s interesting about this report is that the data was collected directly from website traffic reports, as opposed to surveying site owners. That means that biases for or against certain types of marketing were stripped away and the results were determined purely by the behavior of people visiting business sites.
So, what’s this all mean? If you haven’t developed a strategy to get your site to perform on the first page of Google, then you’re missing out on a tremendous amount of site traffic and leads.
Aside from paid search, SEO has the benefit of not only impacting the amount of traffic your site gets via organic search, but also through other methods as well. Using SEO to brand your company will help customers and prospects become more familiar with your business, thus increasing the opportunity for Internet users to user your direct URL to access your site. Additionally, if your SEO strategy includes content marketing, then site referrals are likely to increase as well.
For assistance with your SEO project, contact John Inama at 877-799-9994 ext. 2105.