Search still half of all digital spending

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Online search is central to b2b marketing, comprising half of all digital marketing expenditures. But there’s a significant variance in how marketers view the different search channels available to them, according to a new study by BtoB.

“Search Marketing: The State of B2B SEO and PPC Practices,” found that 95% of marketers have optimized their websites and landing pages to appear near the top of organic search results. However, the use of paid search ads is much less pervasive, and 35% of respondents have had nothing to do with pay-per-click efforts.

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