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1、Organic SEO IndustryBenchmarksAn overview of organic SEO traffic&SERP trends across industry websites in 2023Organic Traffic OverviewOrganic Traffic Insights by IndustrySEO&SERP InsightsTop 3 Rich Result TypesTop Content ProvidersReportContents0608212223The industry benchmarks provided in this repor
2、t are a great starting point to evaluate your SEO efforts.To dive even deeper,request a custom(and free!)Organic Visibility:Analysis&Strategy Audit from one of our Certified Organic Marketing Analysts.A detailed review of current organic visibility and performanceQuick wins to increase traffic and r
3、ankingsGuidance on how to increase visibility and drive reliable resultsAnd more!Request an auditThe audit provides:Bonus:Request a Custom Organic Visibility Audit Executive Summary4Website traffic comes varios channels,including organic,direct,paid,referral,and social.Organic is arguably the most c
4、rucial form of traffic since it connects the right audiencewith the right search intent at the right funnel stageto your site via SERPs and helps you answer the questions your customers are asking.Its also the only channel that produces reliable,long-term traffic.Unlike paid campaigns,there is no en
5、d date for the lifespan of a piece of content.An effective piece of keyword-based,value-driven content can continue to rank well for years.However,identifying organic KPIs and evaluating your organic traffics performance often poses a challenge.Industry-wide organic benchmarks are hard to come by gi
6、ven the wide range of fluctuation in organic traffic due to Googles algorithm updates and limited access from publishers to back-end performance analytics for hundreds of websites.Thats where Conductor comes in.As the leading enterprise SEO platform provider,Conductor knows the value of organic traf
7、fic and the impact effective SEO has on business and revenue growth.We took on the challenge of identifying industry-specific benchmarks for organic search in 2023 to help enterprise organizations better evaluate the effectiveness of their organic SEO and learn how to adapt accordingly.Conductor ana
8、lyzed over 600 enterprise domains from leading brands.Each domain was categorized into six industries and then further broken down by subindustries to identify traffic trends,top content providers,and more at a granular level.The following research adds a layer of industry-specific benchmark data to
9、 the information provided by integrated website analytics like Google Analytics.It also provides key context for evaluating your efforts,identifying accurate KPIs,and implementing the right strategies to drive results.Caveats and ConsiderationsThe initial findings in this report on organic website t
10、raffic,branded vs.non-branded breakdowns,and average organic traffic values are based on global website traffic data for desktop devices.The top content providers by subindustry data and the strategic insights that can be gained from it are based on U.S.-specific search data in Google.Organic benchm
11、ark data and the SEO and SERP insights data within this analysis are based on April 2023 data sourced from Conductor and Semrush,one of our certified platform partners.This report is a snapshot of the SEO landscape and organic benchmarks by industry for 2023.It will be interesting to see how generat
12、ive AI integration(see Googles SGE)on SERPs impacts organic traffic rates,organic visibility,and top content providers moving forward.Stay tuned for our 2024 report in 12 months to see how this data evolves with the advancement of AI.5The data is split into six industries:finance,healthcare,retail,t
13、echnology,travel&hospitality,and professional services.When deciding which industriesand corresponding subindustriesto feature,we considered a variety of factors.The industries selected were identified as top economic drivers;they are expected to drive significant revenue growth over the next 5-10 y
14、ears.The 20 subindustries selected were the most competitive sectors among the core industries listed.Certain subindustries,like car rentals,were not included due to the limited competition within the grouping(e.g.,three primary parent companies owned all major car rental brands).Additionally,depart
15、ment stores and online retailers like Walmart,Amazon,and Target were excluded from the retail industry data.This was done to provide a more accurate look at organic SEO and traffic trends for an average enterprise domain rather than skewing the data with abnormally high rates from eCommerce giants t
16、hat specialize across nearly all retail departments.Organic Traffic OverviewGlobal Analysis6On average,organic search produces 36%of overall website traffic for these 6 key industriesOn average,1 in 3 website visitors to a domain come from organic search for these six industries.From social to email
17、,paid,video,and organic marketing,todays marketers are tasked with staying on top of a growing number of traffic-driving channels.However,organic search remains the most cost-effective and impactful channel in the long term.Users have come to trust Google.When they see your domain appearing within t
18、he top 10 organic search results,they trust your site provides the best solution for what they are searching for.Further in this analysis,we dive deeper into these six industries to better understand these averages and discuss what could be playing a role in the traffic disparity between industries
19、and subindustries.Average organic website traffic by industryOVERALL:36%Finance:28%Healthcare:39%Retail:32%Technology:41%Travel&Hospitality:35%Professional Services:39%7Organic Traffic Insights by IndustryWe analyzed each industrys organic search traffic benchmarks by focusing on the corresponding s
20、ubindustries.Then we evaluated April 2023 organic traffic data to get an average for each subindustry.The average organic traffic value is based on each industrys overall benchmark and determined by the corresponding PPC costs for that traffic.8Organic traffic benchmark for financial services:28%Rea
21、l estate had the highest monthly organic traffic on average among the subindustries.These sites tend to rank very well on SERPs because they leverage programmatic SEO to automatically generate landing pages for states,cities,and neighborhoods.Additionally,searchers looking into real estate are most
22、likely not tied to a brand.This makes investing in SEO and the website experience more crucial since the ROI could be significant if your site provides the desired property solution.Conversely,banking portal URLs inflate the overall traffic amount to each domain as users log in to their accounts dai
23、ly.As a result,organic traffic constitutes a smaller piece of the pie.Similarly,direct traffic is more likely to be a leading channel for insurance providers as users navigate to these websites most often when checking a claim status or reviewing their policies.Despite the high volume of direct traf
24、fic for both industries,organic search is the most effective way to capture searchers still deciding between banking or insurance solutions.FinanceOrganic Traffic Industry BenchmarksAverage organic traffic benchmarks for finance subindustriesBanking=23%Insurance=23%Investments=25%Real Estate=41%Mort
25、gages=29%Average organic traffic value for finance:$8.2M9Branded vs.non-branded organic traffic benchmarks for finance The best way to contextualize a domains organic performance is to look at the breakdown of branded vs.non-branded organic traffic.As highlighted in the previous slide,real estate sh
26、ould have the highest non-branded organic traffic,as users are less likely to be tied to a brand when searching for a specific property opportunity.For all other finance subindustries,the organic traffic breakdown leans heavily towards branded.This could be the result of a few different user behavio
27、rs.One likely factor is that a significant portion of searches within the finance industry are navigational,like“capital one login”or“chase online banking,”leading to a substantial increase in branded traffic for subindustries like banking.Banking=87%Insurance=70%Investments=73%Mortgages=86%Real Est
28、ate=41%FinanceOrganic Traffic Industry BenchmarksAverage branded organic traffic benchmark:71%Average non-branded organic traffic benchmark:29%Not-branded:Banking=13%Insurance=30%24Mortgages=14%Real Estate=59%10Average organic traffic benchmarks for healthcare subindustriesOrganic traffic benchmark
29、for healthcare:39%Many companies in the healthcare industry see a significant portion of organic traffic coming from informational searches.Building a content strategy centered around defining medical terms,conditions,medications,new research findings,or common healthcare coverage questions in the f
30、orm of glossary-style content can be a valuable driver of organic traffic that will produce sustainable long-term ROI.HealthcareOrganic Traffic Industry BenchmarksBiotech&Pharma=41%Healthcare Providers=36%Medical=39%Average organic traffic value for healthcare:$3.2M11Branded vs.non-branded organic b
31、enchmarks for healthcare When reviewing the average branded vs.non-branded benchmarks for the healthcare industry overall,it seems like a relatively even split.A closer look shows this is only the case for the biotech&pharma subindustry,where there are some well-known brand names,but searches are mo
32、re equally split between informational and navigational as users are often looking for recent developments in experimental treatments.There is a drastic uptick in non-branded organic traffic for the medical subindustry.This category constitutes hospitals,labs,and urgent care centers.Searches are pri
33、marily informational for this subindustry.Forward-thinking brands in the industry capitalize on this through glossary-style content covering an expansive list of diseases,procedures,symptoms,and more with dedicated landing pages.Branded:Biotech&Pharma=46%Providers=66%Medical=18%FinanceOrganic SEO In
34、dustry BenchmarksHealthcareOrganic Traffic Industry BenchmarksNon-branded:Biotech&Pharma=54%Providers=34%Medical=82%Average branded organic traffic benchmark:43%Average non-branded organic traffic benchmark:57%12Average organic traffic value for retail:$21.8MAverage organic traffic benchmarks for re
35、tail sub-industriesRetailOrganic traffic benchmark for retail:32%Its not surprising to see lower average benchmarks for the retail industry given how much real estate sponsored posts(read:paid search ads)take up on the first page of Google for apparel,consumer electronics,and beauty searches.But des
36、pite having lower overall organic traffic,the average organic traffic value sits at an astounding$21.8Mthe highest amount of any industry in this report.This cost estimate speaks to the highly competitive CPC for retail keywords.Retailers can reduce paid spend and increase organic traffic by investi
37、ng in innovative content strategies.One missed opportunity for most apparel sites was capitalizing on the 1.3K MSV(monthly search volume)for the search term“eras tour outfits”and related phrases.As Taylor Swifts 2023 tour continues to dominate social and search trends,only a few forward-thinking bra
38、nds created an Eras-specific grouping of apparel and accessories for fans to wear to the show.This is one example of how keeping a pulse on search trends can increase organic traffic and revenue generation.Organic Traffic Industry BenchmarksApparel=28%Consumer Electronics=35%Food&Grocery=28%Health&B
39、eauty=36%13RetailThe branded vs.non-branded organic benchmarks for retail tell an interesting story.The consumer electronics subindustry sits nine points ahead of the closest subindustry for non-branded organic traffic.Consumer electronics product offerings are sold at a wide variety of retailers.Si
40、nce they are the same product regardless of where they are purchased,users could be inclined to find the best cost savings by shopping around online rather than typing in a branded phrase for a particular retailer(e.g.,“best buy beats headphones”).Organic Traffic Industry BenchmarksBranded:Apparel=6
41、8%Consumer Electronics=59%Food&Grocery=83%Health&Beauty=70%Non-branded:Apparel=32%Consumer Electronics=41%Food&Grocery=17%Health&Beauty=30%Branded vs.non-branded organic benchmarks for retail Average branded organic traffic benchmark:70%Average non-branded organic traffic benchmark:30%14TechnologyOr
42、ganic traffic benchmark for technology:41%The technology industry has the highest overall organic traffic benchmark out of all the industries we analyzed.An increased organic traffic benchmark is expected for the hardware subindustry due to the sheer amount of hardware product offerings and types.Cy
43、bersecurity and SaaS rely more on brand recognition via direct,referral,and paid traffic.It pays to get as granular as possible when identifying your organic KPIs.Use the subindustry-specific benchmarks here to evaluate whether youre on par with other enterprise domains.The hardware subindustry is a
44、round a 20-point increase compared to cybersecurity or SaaS,which is a significant difference to account for when setting realistic goals.Organic Traffic Industry BenchmarksCybersecurity=36%Hardware=53%SaaS=33%Average organic traffic value for technology:$5.8M15Average organic traffic benchmarks for
45、 tech subindustriesTechnologyThe tech industry is the only industry in this report that follows a near 50/50 split down to the subindustry level for branded and non-branded organic traffic.This almost equal split across the board speaks to the even balance between effective brand recognition efforts
46、 by major players and the desire from users to do their own commercial searches to investigate the best offering or service for their needs.Emerging brands should maximize this opportunity by investing primarily in value-based content creation to answer the target audiences top needs.Another effecti
47、ve SEO strategy to increase organic traffic is creating detailed comparison articles that provide the full scope of benefits of your service compared to fellow competitors.Prioritize a neutral,fair,and fact-based approach in these articles to build trust with readers,as that should be the primary go
48、al.Organic Traffic Industry BenchmarksBranded:Cybersecurity=46%Hardware=51%SaaS=56%Non-branded:Cybersecurity=54%Hardware=49%SaaS=44%Branded vs.non-branded organic benchmarks for technology Average branded organic traffic benchmark:51%Average non-branded organic traffic benchmark:49%1617Organic traff
49、ic benchmark for travel&hospitality:35%Organic traffic is extremely valuable for the travel&hospitality industry,with an average value of$13.4M,as the related paid keywords for this industry are highly competitive and expensive.The travel industry has suffered significant traffic fluctuations over t
50、he last three years since COVID brought the industry to a standstill.Travel interest is now at an all-time high post-COVID as travelers want to make up for lost time.The best time for travel&hospitality brands to invest in and adopt a proactive SEO strategy is now.Take the time to implement a scalab
51、le content strategy focused on answering your audiences top and trending searches,and watch as these pages accrue authority and increase traffic over time.Average organic traffic benchmarks for travel subindustriesHotels&Resorts=38%Travel Intermediaries=31%Average organic traffic value for travel:$1
52、3.4MTravelOrganic Traffic Industry BenchmarksThe branded and non-branded organic traffic breakdown for travel subindustries looks at odds with unusually high branded traffic for hotels&resorts but the opposite for travel intermediaries.Travel intermediaries like B and Expedia invest heavily in SEO,w
53、hile hotels tend to budget less for SEO and prioritize more traditional marketing efforts.As a result,hotels get significantly more branded traffic as visitors are likely to return to a brand they had a good experience with.However,when looking for a hotel in a different city or country,most users w
54、ill navigate to Google instead of going to a hotel website directly.These types of searches tend to lead users to travel intermediary sites to compare different hotel options and costs,leading to a larger share of non-branded traffic.TravelOrganic Traffic Industry BenchmarksBranded:Hotels&Resorts=87
55、%Travel Intermediaries=18%Non-branded:Hotels&Resorts=13%Travel Intermediaries=82%Branded vs.non-branded organic benchmarks for travel Average branded organic traffic benchmark:52%Average non-branded organic traffic benchmark:48%18Organic traffic benchmark for professional services:39%You have two st
56、ark differences in average organic traffic among the recruiting and corporate law professional service subindustries.Recruiting has a significantly lower organic traffic benchmark at 27%,which could be linked to the brand recognition of major recruiting agencies and effective paid campaigns for more
57、 tech-based solutions like ZipRecruiter leading to more direct traffic.Corporate law sits at an average organic traffic benchmark of 55%because users are most interested in informational searches for answers to corporate law-related questions or situations.By targeting these types of search terms an
58、d prioritizing value-based content creation,you can build trust with users who land on your content and implement strategies to convert them to potential customers down the line.Average organic traffic benchmarks for professional services subindustriesConsulting=36%Recruiting=27%Corporate Law=55%19A
59、verage organic traffic value for professional services:$1.2MProfessional ServicesOrganic Traffic Industry BenchmarksAverage branded organic traffic benchmark:43%Average non-branded organic traffic benchmark:57%The high non-branded organic benchmarks across all professional services subindustries hig
60、hlight the opportunity for any company in these sectors to increase organic traffic.One of the most effective ways to do this is by implementing a keyword research-intensive content strategy to win undecided users over to your offering or service through authentic,value-driven content.Professional S
61、ervicesOrganic Traffic Industry BenchmarksBranded:Consulting=60%Recruiting=28%Corporate Law=42%Non-branded:Consulting=40%Recruiting=72%Corporate Law=58%Branded vs.non-branded organic benchmarks for professional services Average branded organic traffic benchmark:43%Average non-branded organic traffic
62、 benchmark:57%20SEO&SERP InsightsU.S.-Specific AnalysisWe compiled and analyzed over 82K searches to determine which rich search result types appear most often per industry and which domains were the top content providers during April 2023.21Top 3 rich search result types by industryUnderstanding th
63、e latest ranks and trends for the top rich search result types by industry can be one of the best ways to gauge if youre providing the best informationin the right formatfor your target audience.We analyzed the prevalence of rich search result types for each primary industry within Conductor to iden
64、tify the top three.The dominance of People Also Ask and Featured Snippets for the healthcare industry reinforces the effectiveness of investing in a FAQ/glossary-style content strategy to increase organic visibility and discoverability within this sector.The fact that People Also Ask is the most com
65、mon rich search result type across all six industries should not be taken lightly.This is why in-depth keyword research is vital to ensure you answer your target audiences most common questions and related follow-up questions in your content.FinancePeople Also Ask-81%Featured Snippet-21%Image-7%Heal
66、thcarePeople Also Ask-95%Featured Snippet-75%Video-14%RetailPeople Also Ask-89%Image-37%Video-11%TechnologyPAA-97%Featured Snippet-34%Video-18%Travel&HospitalityPAA-75%Local-74%Image-5%Professional ServicesPAA-93%Jobs-62%Featured Snippet-21%22Top content providers by subindustry for financeDespite u
67、pdates from Google signaling the People Also Ask(PAA)result type would appear about 30%less often starting in mid-2022,Semrush data showed PAA was still appearing 57%of the time in April 2023.PAA and Featured Snippets are also the two primary organic content-focused result types.Reviewing your subin
68、dustrys top content providers helps uncover indirect competitors,who may not sell your product but outrank your site for core search phrases,like Investopedia for banking.As you can see within finance,indirect competitors like Forbes make up most of the top content providers as these domains are mor
69、e focused on informational vs.transactional keywords.SEO Tip:Stop viewing your direct competitors as your only competition.Identify the top indirect competitors for your domain and analyze their sites for content strategy opportunities.Based on the percentage of weighted market share on page 1 for P
70、eople Also Ask and Featured Snippet result types.FinanceSEO&SERP InsightsBankingInsuranceInvestmentsMortgagesReal EstateN1N2N3N4N523Top content providers by subindustry for healthcareMayo Clinic is the clear winner across all three healthcare subindustries,followed closely by Cleveland Clinic for he
71、althcare providers and medical.Both of these domains provide robust and comprehensive“Health Libraries,”which function as the FAQ/glossary content strategy we recommend as it drives the most reliable,long-term content ROI for this industry in particular.The effectiveness of that strategy is evident
72、given the prevalence of rich result types Mayo Clinic and Cleveland Clinic secured with their content.The CDC(U.S.Centers for Disease Control and Prevention)also benefits from a similar glossary content strategy.While the CDC is not a direct healthcare competitor,it is an expansive institution viewe
73、d with high authority by search engines like Google,making it a challenging indirect competitor to outrank.Based on the percentage of weighted market share on page 1 for People Also Ask and Featured Snippet result types.FinanceHealthcareBiotech&PharmaHealthcare ProvidersMedicalN1N2N3N4N524SEO&SERP I
74、nsightsTop content providers by subindustry for retailProduct review and publisher sites dominate the PAA and Featured Snippet results for the consumer electronics subindustry.This is also true for the health&beauty subindustry.Review sites focus primarily on answering the most common product questi
75、ons in the most direct language and format possible.This content type performs very well for these types of rich search result types,which is why you dont see any leading electronics retailers listed,given their product specification copy tends to be more technical and isnt provided in the conversat
76、ional language users search with.Similarly,publisher sites make up the top content providers for food&grocery.A shows up in that coveted first organic spot most often on SERPs,because the site is built entirely around creating an extensive recipe glossary.Major food&grocery retailer like Wegmans wil
77、l have a harder time winning rich result types for recipe-related searches.Based on the percentage of weighted market share on page 1 for People Also Ask and Featured Snippet result types.Retail25ApparelConsumer ElectronicsFood&GroceryHealth&BeautyN1N2N3N4N5SEO&SERP InsightsTop content providers by
78、subindustry for technologyIts not surprising to see Tech Target securing the top spot for both cybersecurity and hardware as publishing sites perform well,given the vast amount of content they produce on a variety of topics.Whats interesting is the direct service providers securing the remaining spo
79、ts.Outperforming indirect competitors like publishing sites is possible through a targeted and strategic content strategy powered by in-depth keyword research for your target audience.The key is to speak their language in your content and identify the keyword opportunities with enough MSV where you
80、can compete with the right piece of content.Based on the percentage of weighted market share on page 1 for People Also Ask and Featured Snippet result types.TechnologyCybersecurityHardwareSaaSN1N2N3N4N526SEO&SERP InsightsTop content providers by subindustry for travelA look at the top content provid
81、ers across the analyzed travel&hospitality subindustries highlights a significant opportunity for hotel brands and leading travel intermediaries to step up their content creation efforts.Its no surprise to see B and Tripadvisor ranking well in the hotels&resorts subindustry.To compete with these SEO
82、 powerhouses,hotels and resorts should adopt an SEO and content strategy focused on hyper-local niches where they can win.For example,a keyword like“hotel new york”has a high MSV but very little chance for a hotel chain to win a rich result type for when B has 1,000 hotel listings available vs.a hot
83、el brand with 10 listings at most.Based on the percentage of weighted market share on page 1 for People Also Ask and Featured Snippet result types.Travel27Hotels&ResortsTravel IntermediariesN1N2N3N4N5SEO&SERP InsightsTop content providers by subindustry for pro servicesOne of the most surprising inc
84、lusions in this industry breakdown of top content providers is HubSpot.Hubspot is a marketing software provider,so its unusual to see them outranking major players in the consulting industry.HubSpot adopted a comprehensive and hyper-targeted content strategy around critical consulting search terms(e
85、.g.,“what is a consulting firm,”“what is tech consulting”)and built informative,detailed landing pages to address them.By developing a value-based and comprehensive content strategy with dedicated long-form pieces,HubSpot does an excellent job at satisfying user intent,which helps secure these rich
86、result types more often.When a user lands on one of these pages,their question is answered,and they have found what they were looking for.Additionally,many major consulting firms,like Deloitte and McKinsey,have achieved household name status,so they are focused primarily on in-depth,data-driven glob
87、al and industry reports and thought leadership rather than this type of informational content.Based on the percentage of weighted market share on page 1 for People Also Ask and Featured Snippet result types.Professional Services28ConsultingRecruitingCorporate LawN1N2N3N4N5SEO&SERP InsightsConclusion
88、Benchmarks are the best way to evaluate whether your organic traffic goals align with your industrys top competitors.Having informed,data-driven KPIs enable digital marketers to assess and report on the effectiveness oftheir strategies and adapt accordingly.Leverage the industry and subindustry benc
89、hmarks featured in the report to understand how your domain performs compared to the enterprise search market.Find out which pages on your site may not line up with these benchmarks and determine what could be the cause.Certain rich result types,like People Also Ask,reliably appear on the first page
90、 of Google so focus efforts on optimizing and creating new content to secure these result types to drive immediate impact and ROI via organic traffic.Remember,change is coming to SEO and SERPs with generative AI.Now is the time to secure organic market share to ensure you show up firstand keep showing up first.Request a free SEO analysis from Conductor to get a glimpse of where you have the best opportunities to rankand start driving increased organic traffic to your site today.