Search engine optimisation 'generates high quality leads'

Search engine optimisation 'generates high quality leads'

Using search engine optimisation to boost a website's ranking on results pages can yield the best results for marketers in terms of both the quantity and quality of sales leads, according to a new study.

The 2009-10 B2B Benchmarking Survey from MarketingSherpa shows the use of search engine optimisation services generated a 37 per cent increase in the quantity of sales leads, as well as a 37 per cent increase in high quality leads.

However, the site noted that while SEO offers the highest rates overall, paid search, including pay per click services, allows marketers to "control the timing and placement" of their result listings.

MarketingSherpa said the key to optimising paid search results through any provider lies in establishing the "sequential relevancy of the search term to ad listing to landing page".

Searches that produce highly relevant ads increased clickthrough rates, while offers on landing pages relevant to both the search term and the ad produced higher conversion rates, it added.

Elsewhere, the report found B2B marketers have adopted social media faster than B2C specialists, with 75 per cent maintaining social network profiles, compared to 68 per cent of B2C marketers.

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