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Is search engine digital marketing to continue growing at the same rate?

Digital marketing via search engines has started increasing very rapidly. This is because more and more people have started using searches to find information and answers. Due to this fast paced increase in the use of search engines, many marketers prefer this form of digital marketing, primarily because of its low cost. SEMPO (Search engine marketing professional organization) has predicted that digital marketing via search engines is still to rise much more.

There is predicted to be a 14% increase in North America alone. Out of the 1,471 companies and agencies that SEMPO has surveyed, each company and digital marketing agency individually plans to increase its spending on digital marketing via search engines. The total increase this year is forecasted to be 43% as compared to last year’s 37% spending on paid search. Tim Kilroy, VP of natural search at PM Digital says that there that they are seeing a ‘little slowing in paid search growth’. He hinted at the high prices being a reason for this slowing down. He claims the SEO is now gaining more attention than it previously did.

Companies and agencies have discovered that SEO places less strain on their budgets while helping their company or agency in digital marketing. Improvements in analytical offerings by companies such as Google and others make it “easy to understand the relationship between natural search rankings and revenue,” according to Tim Kilroy. Paul Fredrick an Upscale men’s clothing cataloger and Internet retailer has consulted PM digital for optimizing his search rankings by making adjustments to the website, page titles, content and description. Paul Fredrick’s marketing director Scott Drayer claims that they have had well-established paid search programs but SEO is now a growing effort, although they never had this is mind when they built their current website.

The company plans to influence its social media efforts for SEO purposes. Insurance company ‘Combined Insurance’ also saw an opportunity for digital marketing by incorporating SEO. “Unlike other advertisers in this space, we don’t have large advertising dollars,” says Deborah O’Connor, VP of interactive marketing at Combined Insurance. “We knew that if we could optimize around SEO, we could optimize our advertising dollars.” The company turned to crossing to redesigning and since then, their web traffic has increased by 35%, which has proved this effort in digital marketing to be rather successful. Combined Insurance now focuses on a social media strategy to boost its natural search rankings which has proved this digital marketing method to be rather successful.

Some claim that there is an overlap between social media and natural search since people have now changed the way they search. For example, Google.com had been replaced by Face book in some aspects. However what is more important is that your company or agency keeps revising its strategy regularly with the help of a digital marketing consultancy. If you are not in touch with a consultancy, it would be a good idea to get in touch with one.

About the Author

James is an experienced digital marketing strategist. He works for a leading digital marketing agency providing digital marketing consultancy to numerous businesses.

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