Deep assessment of content analytics was a characteristic found in businesses with top-notch search engine marketing practices, the study found. On the other hand, companies seeing less impressive results were three times as likely to be scratching the surface of performance benchmarks.
Those considered to be best-in-class agree that “reporting early and often in my and my company’s best interest,” and that “there is insight hidden in the data if I look at it from different angles such as by keyword segment.” On the other hand, companies in the laggard category tend to think that “frequency of reporting is not that critical” and “one-size fits all reporting works fine.”
In addition to being results-driven, top performers also invest wholeheartedly in their SEO practices. Around 63 percent of best-in-class companies said evangelism was highly critical to their success dominating SERPs. Evangelism means there is dedication to the strategy and cross-company support to fuel goals. A lack of zeal seems to be keeping other businesses from achieving their goals. Less than 30 percent of laggards give evangelism high priority.
Together, these findings suggest there is no ‘secret’ to scoring top SERP positions. Marketers cannot apply basic SEO principles to their content creation process and expect to rise to the top of search rankings. Those prime spots are reserved for companies that have created sophisticated strategies and seek out granular content analytics that can further shape their efforts for greater success.