Search Engine Marketing White Papers from iProspect

Search Engine Marketing Research Studies & White Papers

iProspect has a long history of performing primary research on search engine user behaviors and search engine marketing performance. We look for trends that will drive successful search marketing strategies for our clients, and we openly publish our finding to enhance both our clients' — and the online marketing industry's — knowledge of search engine marketing. Our library of white papers is continually expanding, so bookmark this page — or link to it from your site — and revisit it frequently to benefit from our newest content.

Independent Research Firm Reports

	The Forrester Wave™: US Search Marketing Agencies, Q1 2009 See how the leading search engine marketing agencies compare to each other in this unbiased third-party assessment by Forrester Research, the leading analyst firm covering the search marketing industry.
	The Forrester Wave™: iProspect Assessment View the individual vendor assessment of iProspect within the Forrester Wave: US Search Marketing Agencies, Q1 2009.
	Aberdeen Group Research Report: What Does it Take to Create Best-in-Class Search Engine Marketing? (November 2008) Aberdeen Group surveyed over 200 companies to uncover what gives best-in-class organizations their competitive advantage in search engine marketing. The resulting study, sponsored by iProspect, not only reveals what actions the bests-in-class take, but it also uncovers the capabilities they implement – organizational, process, knowledge management, performance management – and the technologies they utilize to support their capabilities.

iProspect Search Engine Marketing Research Studies

	Search Engine Marketing and Online Display Advertising Integration Study (May 2009) Discover the extent to which Internet users perform searches after exposure to online display advertising. Learn how to leverage search engine marketing to capture the demand created by display advertising and learn about the existing relationship between the two channels that affords marketers the opportunity to boost the efficacy of both.
	iProspect Search Engine Marketing Integration Study (August 2008) Learn the extent to which search marketing efforts are integrated with a variety of offline marketing channels and the specific search marketing and integration techniques in use, as well as how to identify obstacles to the integration process.
	iProspect Blended Search Results Study (April 2008) Learn how search engine users behave when they conduct different types of searches and are presented with different types of search results within the three largest search engines (in terms of market share): Google, Yahoo!, and MSN.
	iProspect Offline Channel Influence on Online Search Behavior Study (August 2007) Learn which offline channels drive Internet users to search online for information about your products or services, what types of keywords they use to perform those searches, and which of those offline channels are most influential in causing searchers to eventually make a purchase.
	iProspect Search Marketer Measurement & Performance Study (June 2007) Learn what percentage of search marketers measure ROI and have their own job performance evaluated by the results they produce.
	iProspect Search Marketer Social Networking Survey (May 2007) Learn which social networking sites search marketers are using to influence and close purchases, drive traffic to their websites, and create brand awareness.
	iProspect Social Networking User Behavior Study (April 2007) Learn how the U.S. online population utilizes several of the most popular social networking websites.
	iProspect Search Engine User Behavior Study (April 2006) Discover how search engine users respond to the results that are returned to them by search engines.
	iProspect's Natural SEO Outsourcing Study (August 2005) Discover the obstacles that search marketers encounter in attempting to implement the recommendations of their SEM firms, and the reasons behind these obstacles.
	iProspect's SEO Metrics & ROI Study (August 2005) Discover whether search marketers recognize better ROI from SEO or paid search advertising, and the extent to which search marketers are able to measure ROI at all.
	iProspect's Search Marketer Performance Study (August 2005) Learn the extent to which organizations are tying search marketing metrics to the performance of their search marketers, and which metrics are being used most often in this process.
	iProspect's Keyword Length Study (November 2004) Learn the keyword lengths that produce the most traffic, the highest conversions, and how to target the best types of keywords for your site, and for your visitors place within their buying cycle.
	iProspect's Search Engine User Attitudes Study (April 2004) Learn to what extent search engine users find paid or natural results more relevant to their searches — with data and results provided by search engine, and by user demographic.

iProspect Search Engine Marketing White Papers

	The Six SEM Tactics That Can Be Viewed as Spam This paper discussed how the utilization of spamming techniques on your website can get your website banned from search engine results. It points out 6 specific techniques that may be inadvertently used on your site right now without you even knowing it.
	How to Select the Right SEM Firm This paper discusses how to find reputable search engine marketing firms. Learn several sets of questions to ask yourself, as well as prospective search engine marketing vendors, to determine which one is right for you.
	The Power of Creative Tactics on Paid Search Auctions Learn what creative non-bidding tactics you can use to positively affect the cost equation within your paid search campaign.
	Search Engine Marketing Prospect and Clients' Bill of Rights Learn what you should expect and demand from your current, or prospective, search engine marketing firm. Don't sign on the dotted line until you know your search engine marketing rights!
	Search Marketing Ethics: Do You Adhere to High Standards? Learn about unethical search engine marketing tactics that may get you banned by search engines. Make sure you and your SEM vendor are only using ethical search engine marketing techniques.