The last time we spoke with Optify’s CMO Doug Wheeler we learned about the impact of Google’s SSL enhancement on SEO data. To investigate its impact, Optify conducted a study to see the effect that these keywords were having on organic search results. As it turns out, “not provided” accounted for almost 40% of referring traffic data from organic search. Today, Optify has released a new report chronicling the performance of the primary sources of traffic to B2B websites. Forget what you thought you knew about how your clients or company compare against industry benchmarks. You're going to want to see this.
Google is the King of Search
Every now and again, rumors about the true nature of Google’s share of the search market emerge, leaving digital marketers to second guess themselves. As a result, they may diversify their investments in search engines. Instead of giving it all to Google, they’re convinced this is the year that Bing really turns things around. The next time you have an urge to doubt King Google, think about this -- Google is responsible for almost 90% of all organic search, making it the single most important referring source of traffic (36% of all traffic comes from Google).
Additionally, branded searches (searches that include the name of the company) show the highest engagement of any other source (3.71 page views per visit) and account for 31% of all visits from organic search. It’s never been more important for prospective customers to know who you are more than what you represent (semantically speaking), as Optify’s study revealed that recognized, non-branded keywords (the non-branded available for analysis) dropped to 35% of all organic search visits.
While we crown Google King, it’s worth mentioning that Bing is still pulling its weight when it comes to engagement. According to the study, organic search visits from Bing show better engagement rates (more pageviews per visit) and better conversion rates than Google.
Email Isn’t Dead
Email may be burdensome and ineffective when it comes to social business, but where B2B marketing is concerned, email shows high engagement rates as well as strong conversion rates with an average 2.9% lead conversion rate. Digital marketers thinking about streamlining or cutting back on emails may want to reconsider, as these trends seem to indicate that email can help with lead nurturing as well as lead generation.
To get the most from your email, Optify recommends using opt-ins where you can to help build email lists with prospective, interested customers. As well, social media can help generate leads for email sign ups, so don’t be afraid to promote with links driving traffic back to your site.