Marketers Handle Web Optimization on Their Companies’ Sites

More than one-third of marketing managers own and manage the Web site optimization process at their companies, according to a new survey by WebTrends.

Two years ago, most firms’ information technology departments handled the optimization process, which helps attract search engine spiders to sites.

The online survey also found that lead generation is the primary objective for 30% of Web sites, edging out the 28% that say e-commerce is their primary objective.

Another 20% say that media and content are the objective, and 9% say their site was built for self-service. Some 7% don’t know what their site objective is.

More than 1,000 people responded to the survey.