Surpassing all other business-to-business media categories, online revenue had the most impressive growth in 2008, according to a recent report by The Jordan, Edmiston Group.
In 2008, the online category increased 15.1%, a shift mainly credited to the shift in ad dollars from magazines to online channels. Magazines have been declining in revenue over the past few years, showing an 8.4% annual decline in 2008.
“Advertising dollars continued shifting from print vehicles to online outlets, as magazine net ad revenue declined,” said Richard Mead, Managing Director at Jordan, Edmiston.
Where are most B2Bs putting their money? In online display and search advertising.
Online display and search advertising account for more than 50% of total online revenue and gained more than 12% year-over-year in 2008.
Since their launch of the SEO Center at HR Marketer.com, the company has been witness to some interesting statistics when it comes to how well HR vendors are managing their SEO.
HR Marketer’s data shows that not many have the hang of it, with only half of HR vendors ranking on the first few pages of major search engines for their top keyword strings.
After analyzing hundreds of HR vendors using their SEO Center, HR Marketer found that:
- About 20% of HR vendors don’t show up on the first 10 pages (100 rankings) of top search engines (Google, Yahoo!, MSN).
- Another 30% of HR vendors ranked on just one or two sets of keywords, but after the first two or three pages of search results.
- Only about 15% had “exceptional” SEO, meaning they landed on page 1 of search rankings for at least two or three keyword strings.
On a positive note: What their data reveals is that about 50% of HR vendors do “get it” and are ranking on the first few pages of major search engines for their top keywords.
According to HR Marketer’s Mark Willaman, the data showing how many B2B companies are using SEO effectively to improve their search rankings should be a wake-up call for the other half of marketers out there.
“These are the companies being found first. So if your competitor ranks and you don’t guess who is getting the leads?” Mark asks.
Does your company “get it” when it comes to SEO and search rankings? What have you found that works or doesn’t work for your B2B that could be useful for others out there? Leave a comment and let us know.