Outranking Competitors A Top Priority
According to a recent Business.com survey of 201 B2B paid search and search engine optimization professionals, fully 85 percent of respondents view proactively tracking competitor search engine marketing tactics and performance to be an essential aspect of running a successful search marketing campaign. 69 percent of respondents reported that they “actively monitor” competitor search engine rankings, keywords and other information, and look for changes over time. The survey results also show how competitor behavior affects B2B search marketing tactics:
- 77 percent of respondents said competitors have an important impact on the paid search marketing keywords they buy
- 75 percent said competitors have an important impact on the keywords they target for search engine optimization
- 65 percent said competitors have an important impact on the sites on which they advertise
However, competition is not affecting online marketing budgets to the same extent. Only 36 percent of respondents reported that competitor activities have an important impact on their online marketing budget, and nearly one-quarter of those who actively track competitors online said competitor activities have no impact at all on their budget.
“B2B search marketing is a competitive, dynamic arena, said Ben Hanna, vice president of marketing for Business.com. “While seeing a competitor ahead of you in search engine rankings can be a rallying cry for improved search marketing within a company, it’s not clear that this is enough to unlock a larger budget for search marketing agencies, consultants or campaigns.