MarketingSherpa reported that greater site traffic and lead generation are two primary goals for SEO marketers.

A report from MarketingSherpa found that 72 percent of companies name increased website traffic their top SEO objective for the next 12 months. An additional 62 percent indicated that improved lead generation with SEO is a priority objectives as well.

Looking back at the last 12 months, 53 percent of respondents said driving more site traffic was among their largest source of frustration. Additionally, 48 percent pointed to lead generation as a major problem area. Developing a strong search presence takes time and commitment to the gradually developing a high-quality website. Even highly successful campaigns see slow traffic growth at times, and it’s important not to overreact.

According to MarketingSherpa, demonstrating greater ROI, generating more revenue from the web and improving brand awareness are all important considerations as well. However, it’s difficult to achieve these objectives without attracting more prospects to a page and driving them through a conversion funnel.

Brafton recently highlighted data from an IDG Enterprise report that found similar goals among respondents. Moreover, the report found that these companies plan to use varying forms of content marketing to achieve these objectives. Case studies, white papers and original, relevant blogs ranked among the most popular forms of content for respondents.


Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.