SEO-2020-STUDY
CV
I have wondered what's the true difference between the highest performing websites and what isn't is it the landing page, amazing beauty, really cool logos or is it the stuff that goes behind the scenes that we don't see. Is it the amount of other websites talking about that site? Is it ranking on some kind of platform like google or amazon or shopify. What is it that makes these sites stand out from their competition.
Most of these companies show a very efficient way that the sale is processed as well as how much word of mouth talk goes on behind the scenes as well. The more other people talk about that place the better because it ends up being on the minds of people more than just by finding it online or through a website. That can be very important in our 2020 year but people also have a certain level of word of mouth which brings that traffic up.
I read an article recently that discusses this exact subject. The annual study provides KPI benchmark data which allow digital marketers analyze their 2019 performance and plan their 2020. The most popular section in the report amongst Moz readers has always been the conversion correlation, where we crunch the numbers to see what sets the high-performing websites apart.
We're privileged to count a number of particularly high-performance websites among our dataset participants. There have been over twenty international digital marketing awards won by a spread of participant websites in the last three years. In these findings, you're getting insights from the global top tier of campaigns.
If we take a five-year look-back, we can see the conversion correlation section acts as an accurate predictor of upcoming trends in digital marketing.
In our 2016 study, the two stand-out correlations with conversion rate were:
High-performing websites got more significantly paid search traffic than the chasing pack.
High-performing websites got significantly more mobile traffic than the chasing pack.
The two strongest overall trends in our 2020 report are:
It’s the first year in which paid search has eclipsed organic for website revenue.
It’s the first year the majority of revenue has come from mobile devices.
This tells us that the majority of websites have now caught up with what the top-performing websites were doing five years ago.
So, what are the top performing websites doing differently now?
These points of differentiation are likely to become the major shifts in the online marketing mix over the next 5 years.
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