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NEWS: 63% of marketers are not in control of their web traffic

Sixty-three per cent of B2B marketers don’t feel in control of the traffic flow coming to their website, a new report published by Google and B2B Marketing has shown.

The research showed that less than a third (31 per cent) of marketers feel in control of their website traffic, while six per cent weren’t sure whether they were or were not in control.

Fifty per cent of the 118 survey respondents said they did have SEO strategies in place, 44 per cent didn’t and six per cent didn’t know whether they did or not.

Meanwhile, less than half (43 per cent) claimed they had a plan for strategic traffic growth.

Alex Aspinall, head of content at B2B Marketing, commented on the findings: “While accepting brands are far from being in control of the selling/buying process in the digital era, it should still be possible – with recourse to effective digital strategies – to claim some level of ownership over the traffic hitting your site.

“For example, effective use of PPC solutions, implementing an SEO strategy and a basic understanding of the insights stored in Google Analytics should all help restore some semblance of order and predictability to the lottery that is web traffic acquisition.”