If you aren’t familiar with Marketing Sherpa, I suggest you visit their site, http://MarketingSherpa.com.

They have a lot of information for online marketers and they don’t mind sharing it. They usually make a report available for a week at no cost; then they move it into their vault of historical reports that you can subscribe to.

Their reports are based on research and case studies. They aren’t trying to sell anything other than their research. If you are diligent and visit their site each week, you can get most of it at no cost.

This week, I was struck by a chart they presented. It presents the results of their survey of 1,530 marketers (granted, the marketers surveyed are mostly larger companies than the most of the readers of IM NewsWatch, but there’s some overlap. The question they asked was: Please indicate the level of effectiveness (in terms of achieving objectives) for each of the SEO tactics your organization is using.

Their chart shows the results they found. Thirteen tactics are reviewed. The most effective is content creation, followed by title tags. Even the least effective tactic listed (competitor benchmarking) was considered somewhat effective.

Small marketing companies won’t have time to do all the SEO activities mentioned, so you might want to concentrate your energy on the most effective 2 or 3.

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