Achieving high organic search rankings still eludes many companies, according to recent research from Ascend2, a market research firm. Organic search occurs naturally rather than via paid listings, such as Google AdWords. "If you don't appear on page one of the search results, you don't exist," reports Ascend2.
According to Ascend2's survey of senior marketing and sales professionals at a range of companies, only 14 percent of companies rate their SEO (Search Engine Optimization) efforts as "very successful" in meeting their marketing objectives, while 20 percent claim their efforts are "not successful."
Survey respondents indicate that creating quality content is the most effective SEO tactic used, followed by research and management of keywords used in creating content. While the majority (57 percent) of respondents think quality content is the top SEO tactic, almost half (47 percent) of respondents say it is the most difficult tactic to execute.
Company executives say the two most challenging obstacles to achieving SEO objectives are a limited budget for SEO and limited SEO skills in-house. They think the most useful metrics for tracking and analyzing SEO performance are the effect of keywords on search rankings, and the impact of call-to-action on conversion reports.
From a Research Brief from he Center for Media Research (http://www.mediapost.com/)