B2B survey highlights SEO popularity

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B2B marketers invest heavily in SEO

SEO has been identified as one of the most trusted tools in the B2B arsenal.

In a survey of almost 140 UK-based B2B marketing professionals, carried out by the Internet Advertising Bureau (IAB) and B2B Marketing, 14 per cent of respondents said they invested more heavily in SEO than any other digital medium.

Boosting search engine performance came second in the study behind email campaigns, which was the dominant digital marketing service for 18 per cent of people polled.

Display advertising was third with 13 per cent support, followed by PPC with ten per cent and mobile marketing with three per cent.

B2B marketers prioritise sales

Meanwhile, it was revealed that driving sales was the primary motivation behind half of all digital campaigns.

Some 51 per cent of respondents said their digital marketing efforts were focused on lead generation, development and management while just seven per cent said brand-building was the key consideration.

Sorcha Proctor, senior insights manager for the IAB, argued that building a strong reputation online should be higher up the list of priorities.

"Despite tough trading conditions, B2B marketers are continuing to invest in online but it's clear that the medium is showing most appeal as a sales driver," she said.

"Over the next 12 months, we'd urge B2B organisations to look to social media and display advertising to further build their brands in competitive markets."

Companies looking to improve their SEO typically prioritise Google rankings thanks to the search engine's dominant market position.

Recent figures from Hitwise suggest Google currently accounts for more than 90 per cent of all UK searches.