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Portrait of a search marketer in 2015

Discussion in 'White Hat SEO' started by nuf-ced, Nov 19, 2015.

  1. nuf-ced

    nuf-ced Administrator Staff Member Moderator Jr. VIP

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    What tools and services does the average member of the online search marketing industry use?

    In a bid to answer that question, Moz recently collated the responses of more than 3,600 search marketers, "each one more intelligent and good-looking than the last," quipped Dr. Peter J. Meyers, cognitive psychologist and marketing scientist at Moz.

    The average search marketer is about as likely to work in-house as for an agency. The former juggles numerous responsibilities, with only a few such individuals dedicating at least 25 percent of their time to search marketing. Meanwhile, those working for agencies said they offered search engine optimization and search engine marketing as their two most widely available services.

    Among all online marketers surveyed, analytics was the top activity, followed by conducting keyword research and engaging in site audits. In-house marketers dedicated more of their time to brand strategy than their agency counterparts, which Meyers sees as a reflection of the former's improved access to resources.

    Google comes out on top
    In terms of analytics, content and SEO tools, Google swept the board:


    • Google Analytics earned the title of No. 1 analytics tool by a long shot, named by 91 percent of respondents. Crazy Egg garnered 23 percent of mentions to take a distant second place.
    • Google Alerts and Google Trends tied for the top content tool designation, each pointed to by 59 percent of respondents, while Reddit and BuzzSumo both trailed with 30 percent.
    • Google Webmaster Tools (now named "Search Console") capped the list of SEO tools with 87 percent. It was followed by Google Keyword Planner at 79 percent. Open Site Explorer was the first non-Google offering on the list, ranking at No. 3 with 62 percent.
    With regard to social, Facebook Insights was the most used tool. It received 58 percent of mentions, likely as an echo of Facebook's encore appearance at the top of the social networks list. In fact, Mark Zuckerberg's platform bested Twitter by 6 percent. All-purpose solution Hootsuite was the second most frequently used tool with 52 percent, while Twitter Analytics made its debut at No. 3.

    Are you average?
    If the Moz report is to be believed, the average search marketer dedicates more of his or her time to analytics than anything else. In terms of tools, he or she uses Google Analytics, Google Alerts, Google Trends, Google Search Console, and Facebook Insights for advertising and optimization purposes. To the search marketers among us, does this sound like you? Did any of these findings surprise you?

    Let us know!
     
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  2. asap1

    asap1 BANNED BANNED

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    They forgot GSA and PBN's. :)

    But yeah this does not surprise me, im sure most of us use these tools.
     
  3. wesleyjf91

    wesleyjf91 Registered Member

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    As a white-hat in-house search marketer, I'd say this is pretty spot on. Although I've already read this study :).
     
  4. V

    V Elite Member

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    Yep I am an average search marketer using G analytics, G Keyword Planner, G webmaster tools, Open site explorer :p
     
  5. seoheroo

    seoheroo Junior Member

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    I use GWM, then whatsmyserp. If keyword's not ranking, no point doing anything else except SEO articles and linking. I don't check Google analytics much at all - I find it pointless as it doesnt show what keywords being used in their search query to get to your site.

    Then again, I'm not average, so who knows what's the best method. It would be nice to see the Pro stats! Those making 6 figures - whats their tools and strats being used!
     
  6. extremeboy

    extremeboy Jr. VIP Jr. VIP

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    Seems SERP checking missing ;) hahah
     
  7. daniellephoto

    daniellephoto Junior Member

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    It's essential to keep up to date on the trends within the industry. I saw the whole data analysis thing growing in demand a few years ago, so I transitioned from SEO type roles and currently I am an Ecommerce Analyst for a enterprise level Fortune 500 retailer. I also saw SEO roles being too competitive, salaries decreasing and some roles wanted you to be a jack of all trades. I work with the SEO team, promotional team, and merchant team, but I am on the Onsite search team. We have over 100k SKUs on the site, so findability, improving conversions, improving UX, tracking trends and reporting is essential.

    We use Coremetrics instead of Google Analytics, but I am certified GA too. You won't believe how many HR and headhunters call me now all over the country every week. I don't have my resume' posted so they get my contact through LinkedIn. Some are really bold and call/email through work channels! Crazy. Unfortunately for them, I am leaving the cubicle life and returning to entrepreneurship. Corporate life is not for me. But I wanted to keep my "street cred", skills polished and get a major stamp of approval. So I thought that an enterprise level Ecommerce company would help so I did it for a while. :cool:
     
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