Study: Marketers boost SEO with social media and content, struggle to prove ROI

A new study shows that 66 percent of SEO managers work in-house, mainly managing social media and creating content. What are they doing to better serve PR efforts?

Ragan Insider Premium Content
Ragan Insider Content

Remember when SEO strategy meant dreaming up synonyms for your product?

Those were the days.

In 2018, data overload and the difficulty of proving ROI plague SEO practitioners, most of whom are jacks-of-all-trades, working in-house.

A survey of 300+ businesses conducted by Ignite Visibility and Clutch dug deep into SEO attitudes and practices in the business world.

The study found three major takeaways:

1. Paid search and organic SEO efforts are complementary, and most businesses employ both.

2. The dollar value of a strong SEO program is difficult to prove.

3. Social media complements paid and organic SEO efforts.

The dual benefits of SEO

Search engine optimization (SEO) generally refers to the methods one uses to improve organic search results, while search engine marketing (SEM) accounts for paid search efforts.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.