Cavario conducted a survey during a webinar, whereby the 307 attendees voted for their highest paid search and SEO priorities for 2011. The results are illustrated in the charts above.
Other takeaways from the article include:
- Leveraging social media for scalable link-building efforts is a major initiative for advertisers;
- Lenovo has a big push for video in 2011, because video assets are 56X more likely to be ranked on the first page than standard text ads for Google and the interaction level with video is 7-8X higher than standard text listing;
- They estimate that their clients are planning to spend about 10-20% of their pay-per-click (PPC) budgets on Facebook in 2011. And this budget is NOT coming out of PPC-It is coming from display or offline budgets, or as an incremental override to the overall digital budget, specifically increasing the shift toward digital more aggressively;
- 2011 will NOT be the year of mobile search in the U.S. They expect to see mobile driving less than 5% of overall search advertising;
- They expect the emergence of Google TV will compel all advertisers to at least “test” this system in the second half of 2011, since the system works exactly like PPC; and
- 2011 will be the year when integration of search into other forms of media – essentially attribution modeling programs – will become far more mature and operational within the organizations and budgeting of most large advertisers.
What are your top priorities for search marketing in 2011?