6 in 10 search marketers believe that it will be either much more (27%) or more (36%) important to rank in global search engines this year compared to last, according to results from BrightEdge’s “2013 Search Marketer Survey” [download page]. A key aspect of reaching consumers around the world involves getting to the Chinese customer, and 41% of respondents believe it will be more important to rank in Baidu this year, versus about 1 in 10 who see this being less important. A recent report from Covario found that Baidu accounted for 1 in 4 global paid search clicks in Q1.
To go along with those global initiatives, search marketers responding to the BrightEdge survey attribute a growing importance to discovering keywords relevant to global audiences, as well to discovering competition for those keywords.
The study, which outlines aspects of SEO that are likely to gain in importance this year, also finds that most SEOs see the following becoming much more or more important this year:
- Forecasting rank improvement for targeted keywords and keyword groups (81%);
- Forecasting the projected return from SEO projects (83%);
- Gaining strategic visibility of the SEO function at the C-level (65%);
- Integrating marketing data across channels and measuring cross-channel ROI (81%);
- Optimizing sites for localized search results (77%);
- Optimizing sites for mobile or tablet search (88%);
- Accessing SEO analytics on mobiles or tablets (67%): and
- Understanding true SEO performance by measuring blended rank among all search results including image, video, places, news and social results (69%).
About the Data: The data is based on “hundreds of [survey] responses across retail, e-commerce, technology, financial services, hospitality, agencies and more.”