We look at where budgets are allocated in digital marketing and what SEO Budget and tasks have the most time allocated to them.

What SEO tasks do you spend the most time working on?

Everyone has their own way of working, but there are basic areas of SEO that seem to have more time spent on them than others.

For anyone who controls budgets in digital marketing, where do you think most money is being spent now?

As part of our series of reports in the search engine journal SEO status survey, we looked at how SEO professionals allocate their budgets and time in digital marketing and SEO.

Read on to learn:

Where budgets are allocated in digital marketing.

What SEO tasks have the most time allotted to them.

Where the focus of digital marketing is drifting

How do SEO decision-makers allocate digital marketing budget?

In the last 12 months, 6.2% of SEO professionals said they applied their entire digital marketing budget to content marketing. With a weighted average of 2.98, content marketing has the largest budget allocation in digital marketing.

Meanwhile, 17.9% of SEO professionals said they do not apply any digital PR budget and 30.4% said they have allocated a small budget. With a weighted average of 2.55, digital PR has the lowest budget allocation in digital marketing.

Content marketing is the dominant area of ​​digital marketing right now

When we asked our audience about where they applied their digital marketing budgets, surprisingly, SEO was not the area where most digital marketing expenses were applied.

Content marketing has been the dominant area of ​​budget allocation.

According to the SEO survey, content marketing has proven to be dominant in many results and is an area in which many SEO professionals are investing right now.

One thing that needs to be removed from this result is that if significant content budgets apply, your competitors may invest heavily here.

The focus seems to be moving away from digital PR and Link Building

If we examine the results for the digital budget allocation above and the time allocation below, it is shown that digital PR and link building has the lowest budget and time spent on them.

Digital PR (as a means of building high-quality links) can be widely discussed on social networks, but not where decision-makers allocate their budgets.

This is not to say that link building is no longer part of SEO.

But with Google’s shift to brand awareness and page experience, the results underscore a shift from linking to content and user experience.

This shift in focus is supported by Barry Adams, the founder of Polemic Digital.

“Recently, Google seems to rely less on off-page ranking signals (for example, links) and has placed more emphasis on relevance and content quality,” Adams said.

The web is built on a link system – and you’d expect links to always have a ranking factor to some degree, but recent updates from Google push the user experience on the page.

This would be the area to focus on right now

B2B and B2C, agencies, and freelancers in comparison

To examine our data in more detail, we filtered the results to compare different cohorts to see if there were statistically significant differences.

The difference in budget allocation between agencies and internal brands

An agency is more likely to spend most of its budget on SEO than an internal brand at 29% versus 20%.

Differences between B2B and B2C for digital marketing budget allocation

19% of B2B SEO professionals do not spend any budget on digital PR, compared to 14% in B2C.

17% of B2C SEO professionals spend most of their budget on digital PR, compared to 12% in B2B.

23% of B2C SEO professionals spend most of their budget on social networks, compared to 18% of B2B.

28% of B2C SEO professionals spend most of their SEO budget, compared to 23% of B2B

When we work on SEO, where do we spend our time on tasks?

36.3% of SEO professionals say they spend most of their time researching keywords. With a weighted average of 3.28, keyword research has the most time allotted as a task for SEO.

Local SEO has 11.4% of SEO professionals who do not apply time and 7.1% apply all the time. This polarized distribution of results indicates that local SEO is an area of ​​specialization in SEO.

8.2% of SEO professionals say that they apply their analysis all the time and this is the only task that is most likely to have all the time allocated in SEO.

Do SEO professionals spend most of their time on keyword research?

From the results of our survey, keyword research is identified as an important task

This result is supported by some SEO experts, such as Suganthan Mohanadasan from Snippet Digital.

“Keyword research is the most important SEO task,” said Mohanadasan. “When you’re done correctly, it can map your content calendar for the next 12-24 months and show gaps and opportunities quickly.” With this information, you can make good SEO decisions based on data. ”

However, Dave Davies, the founder of Beanstalk, has a different vision.

“I personally don’t agree with a work process that results in [spending the most time researching keywords],” Davies said. “Now, that doesn’t mean that keyword research isn’t important, it’s very important. But spending most of your time researching your keywords seems to me to be about “taking the measure twice, cut once” to a detrimental extreme. ”

What both Mohanadasan and Davies agree on is the importance of concentrating time, ensuring that customer sites are technically sound.

“I spend most of my time doing technical research and implementations,” Mohanadasan said. “My main responsibility is to make sure that all of our customers’ sites are technically sound and optimized within the boundaries of the platform, and sometimes look beyond and find new and alternative ways to overcome the limitations.”

Summary:

Content marketing is the dominant field of digital marketing at the moment and an area to spend budgets to keep up with competitors.

It seems that the focus is moving away from digital PR and link building and moving towards content and page experience. Consider how you can improve the user experience and create better content experiences.

SEO professionals spend most of their time researching keywords and factors on the page.

If everyone is spending time on keywords, consider how you can take your keyword research to the next level. Think about emerging searches and new opportunities, such as transactional and niche localization keywords.

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