Internet Retailer has surveyed 245 online retailers about their attitudes to advertising, fining that etailers trust search marketing more than any other medium to deliver sales.
The survey revealed that most online retailers believe that a bigger online marketing program, and that the amount of resources they are allocating to paid and natural search marketing is growing.
The survey found that some retailers are focusing more on improving their organic search rankings as a result of the rising costs of PPC advertising. 80.9% said they were rewriting keyword descriptions to improve ranking, while 67.9% were including keyphrases used by searchers on products pages.
According to Greg Jarboe, a member of SEMPO:
“70% of all traffic is generated by natural search and 30% by pay-per-click so retailers should be doing multiple things to get better natural results. They can’t just throw a couple of header tags around certain keywords any more and expect to get significant traffic.”
The survey found that most respondents intent to spend more rather than less on paid search – 58.5% intend to spend more on paid search this year, 32.8% intend to keep their budgets as they are, while 8.7% intend to cut back.
In addition, retailers have faith in Google to deliver results – 79% rated Google as producing the best ROI, followed by 13% for Yahoo, 4% for MSN and 2% for AOL.