Tag Archives: respondents
Nearly 90 percent of searchers may give Bing a chance
A report from AYTM Market Research found that consumers are open to giving Bing a chance, but 67.8 percent said Google is their preferred search engine. While just 8.8 percent said they primarily use Bing, 87.8 percent of respondents said they would consider a new search engine. For Bing, the struggle has always been attracting users away from Google. Continue reading
Reviews build trust on the web
Whether in the form of user-generated posts or professional content marketing strategies, Americans respond well to product or services reviews when researching new purchases. AYTM Market Research found that nearly 80 percent of respondents trust reviews on the web, and the growth of user-generated content has made them a cornerstone of content marketing strategies, especially for B2C companies. Sixty-five percent of respondents said they trust online reviews “somewhat,” and 14.8 percent reported that they trust reviews “very much.” While 20.3 percent don’t have much faith in reviews on the web, the benefits of creating content related to products and services are widespread. Aside from increased trust apparent from the AYTM study, populating a site with high-quality reviews and other content helps companies build their presences in search and social media marketing. Continue reading
More than 63 percent of consumers use search daily, many rely on longtail search queries
More than 63 percent of respondents to a survey from AYTM Market Research said that they use search engines every day, while just 2.5 percent said that they never do. The report further indicates that few Americans go more than a day or two without turning to Google, Bing or another search engine for information. According to the survey, 60.5 percent of respondents said they find the information they want with relative ease, while 26.2 percent said they always find results that satisfy their queries. Few consumers are reportedly dissatisfied with search results, as 1.8 percent said they find information less than half of the time and 0.5 percent said they never get what they’re looking for in search. Longtail keywords, which are typically terms with five or more elements, account for a substantial portion of search queries. Moreover, Brafton recently reported that marketers often neglect to use longer phrases, despite the fact that they are an ideal element of SEO campaigns for some companies.As more consumers begin using search as a primary research tool for purchases and other tasks, an SEO strategy becomes even more necessary for companies hoping to compete. A search optimization campaign with varied keywords of different lengths may be best. More than 26 percent of respondents said they usually enter queries of one to two words, while 12.3 percent said they use longer phrases or sentences to find relevant content. Citing data from Conductor, Brafton reported that website visitors who land on a site from a longtail keywords are 2.5 times more likely to convert than those that arrive through a query for a shorter term. Website visitors that who landed on a website from a longtail keywords were are 2.5 times more likely to convert than those that arrived through a query for a shorter term. AYTM’s survey found that 88 percent of consumers have received pages in their results that contain information entirely useless to them. While this could be a sign of low-quality sites keyword stuffing or using other webspam tactics, it also illustrates the potential value of longtail keywords in situations where selected terms could have multiple meanings. For marketers considering longtail keywords, it’s equally important to avoid any unnatural use of these terms in website content. As part of its ongoing battle to remove low-quality sites from its rankings, Google has targeted sites that practice keyword stuffing and other black hat SEO methods with its Penguin algorithm. Including longtail keywords can help drive traffic and conversions, but only when used naturally as part of high-quality website content. Continue reading
Brafton’s content marketing poll results: Marketers find frequent, high-quality website content drives lead generation
Brafton polled 103 marketers in various industries to assess their current and future efforts in creating content to improve their web presences. The dynamic nature of web marketing has resulted in organizations diversifying their custom content campaigns to include several different kinds. Adoption of every content type included in the poll will grow in the coming months, except for social media which will maintain its current use by 86 percent of respondents. Among the goals respondents found the most success in was lead generation, as 76.4 percent said that content marketing has positively impacted their ability to drive leads for their company. While Brafton maintains that news content marketing campaigns are for improving website traffic and relevant leads, we also believe comprehensive strategies that offer a strong mix of articles and lengthier pieces are most likely to result in quality leads – and data suggests we’re not alone. For example, Brafton has reported in the past that white paper marketing became more common in 2011, with 38 percent of companies using custom content developing the lengthier pieces compared to 30 percent in 2010. Continue reading
Facebook users visiting site as frequently, spending less time
A survey conducted by Ipsos and Reuters suggests that Facebook users are changing their habits on the platform. While the more than 900 million registered users are still largely active in sharing content on the site, 34 percent of respondents said that they now spend less time on the site than they did six months ago, with just 20 percent saying more time is dedicated to Facebook. In recent weeks, Facebook has been troubled by its struggling stock price. While the long-term value of the company is still likely to be strong, some have developed an unfavorable view of the company as a result of its early struggles as a publicly traded company. Forty-four percent of respondents said the dwindling prices have negatively impacted their view of the company. Marketers using Facebook need to use this changing view of the company to inform their efforts on the site. Continue reading
