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Search engine marketing industry tops £10 billion as mobile search increases
The value of search engine marketing industry is expected to reach US$19.3 billion (£11.7 billion) in 2011.
According to digital marketing agency Econsultancy, a total of 86% of search professionals invest in SEO, making it the primary search marketing tactic employed by them.
In its ‘State of Search Marketing Report’, Econsultancy also says that the rise of the mobile internet has had the biggest impact on search marketing as consumers do more searching and shopping on their smartphones.
According to the report, nearly nine out of 10 marketing professionals use SEO, whilst paid search comes in second with 79% of respondents using this tactic. This is closely followed by social media marketing, which is used by 74% of respondents.
The report also finds that more and more organisations are outsourcing their SEO. Nearly 15% of organisations say that they spend between 91% to 100% of their SEO budgets with agencies. This is a three per cent rise from 2010.
The rise of personalised search has also had a huge effect on marketers’ search efforts, with 30% of respondents saying that this has changed they way they work. A total of 26% of those quizzed say that local search is now the key to search marketing whilst 25% say that real-time search is the main influence on search marketing.