How SEO Knowledge Affects Promotion Results
90% of SEO professionals consider SEO knowledge to be important for a marketer, and 25% of them never read SEO publications.
Ashman & Partners conducted a study among marketers and managers to find out how the level of knowledge in SEO is related to the results of the promotion, the frequency of SEO audits, the willingness to develop an SEO direction and increase the budget for it.
Key research findings
Assessment of own knowledge
90% of those surveyed consider SEO knowledge to be important for a marketer.
- 27% – deeply understand the issue and follow trends;
- 20% – know the topic well, but don’t follow trends;
- 17% – assessed knowledge as weak;
- 35% – assessed their knowledge as basic.
In the context of industries, representatives of the medical (19.2%) and financial (41.2%) segments assessed the level of their knowledge the least of all. Automotive and e-commerce are the best SEO experts: 40% and 34.5%, respectively.
E-commerce representatives and their employees are increasing the level of SEO knowledge more actively than representatives of other segments
- 25% – answered that they never read publications about SEO;
- 53% – do it from time to time;
- 22% regularly read SEO materials.
Least of all the representatives of the segment of finance (29.4%), medicine (28.2%), real estate (27.5%) read about SEO. For comparison: the share of not reading about SEO in e-commerce was 17%.
- 50% of survey participants answered that their employees regularly improve their skills in the field of SEO: they attend conferences, webinars, meetups, pieces of training.
- 30% of respondents reported that employees are not upgrading their SEO skills.
- 20% do not know if employees are doing it or not.
Application of knowledge and correlation with results
It is those marketers who highly value their knowledge in SEO, constantly improve it, monitor trends, more often than others note the growth of traffic and sales from the search channel, and also plan to increase the budget for search marketing, conduct audits, and improve the skills of employees.
Among e-commerce representatives in the group that rates their SEO knowledge as deep, 59% of participants noted an increase in sales and traffic from search.
In the group that is “good at SEO but not trend-following,” traffic and sales from search grew 36%.
Among the real estate market representatives who rated their SEO knowledge as deep, the share of those who noted the growth of traffic and sales from search was 72% higher. and plans to increase the promotion budget than among those who rate their SEO knowledge as basic or weak. Similar correlations are visible in other industries we are watching: finance, medical, and auto.
There is also an interesting connection between the assessment of one’s own knowledge and the professional development of employees.
60% of real estate respondents said their employees are upgrading their SEO skills. But among those who rate their own SEO knowledge as deep – the proportion of those who improve their qualifications is 33% higher.
In e-commerce, the ratio also changes depending on how the respondents assess their own knowledge: if the knowledge is deep, the proportion of employees raising their qualifications increases to 90%; among those who know the basics, this figure is almost half and 48%.
A source: Ashmanov & Partners blog