MarketingSherpa Releases Annual Search Study

  • October 29, 2008
MarketingSherpa has released the "Search Marketing Benchmark Guide," a study that looks at analytics tools and how companies use them to optimize campaigns; influences of search marketing on branding metrics; impacts of specific search marketing tactics; and emerging trends such as mobile search that affect consumers.

Key findings from the report also review investment levels, viral marketing, staff retention, target audience, keyword retention, and search. The study has been updated annually for the past five years.

ClickZ's Julie Batten, who evaluated the report, points out the report reveals search marketers are going after long-tail terms more aggressively: 54% of search phrases have three or more words. As search marketers begin to realize it's the niche search queries that result in the best conversions, they invest more heavily in these terms.--Laurie Sullivan

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