Search Engine Marketing Services: Trends and Predictions

The search engine marketing industry is consistently evolving, sometimes at a pace that makes it hard to believe that search engine marketing solutions can stay on top of all the most recent developments. The one constant for search engine marketing companies, and for the industry in general, is change for the better, sometimes for the worse, but always significant. The industry is not right for the faint-hearted or people who abhor change. But, savvy search engine marketing firms attempt to appear ahead to anticipate trends. Here are my predictions of issues that search engine marketing services will confront in the brief term.

More Accountability Demanded from Search Engine Marketing Firms

Search engine marketing companies using tactics designed to fool the engines into showing results that are not directly addressing the search query will struggle, as more companies start to look at the larger goals that lead them to investigate search engine marketing solutions in the first place. The”traffic-centric” mindset will grow as companies begin to require accountability from search engine marketing firms in terms of bottom line increases. Ranking increases delivered by internet search engine marketing services will likely be contested if they don’t lead to significant traffic increasestraffic increases will likely be contested if there is no subsequent increase in business generated from the website. This is a good thing for quality search engine marketing firms since the”snake-oil” professionals who have contributed the industry such a lousy name won’t ever be given serious consideration by any company that does its homework in the vendor selection process.

Rising PPC Costs and Increasing PPC Frustration

As larger companies with enormous budgets continue to leap into the pay-per-click (PPC) arena, costs will continue to rise. (Typical PPC costs have risen by 37 percent from Q1 2005 to Q1 2006. (1)) These well-funded companies use PPC as a branding tool as far as a revenue tool, which will squeeze out most of the present smaller advertisers. In reality, the best 10 PPC advertising businesses include such names as eBay, NextTag, Vonage, Time Warner, Orbitz, Goal, and Yahoo. (2) More large companies continue to join the fray, many of them throwing ROI from the window and bid high prices for desirable keyphrases for the sake of branding. This means that search engine marketing firms will discover small- to midsize companies turning to SEO when they no longer can manage PPC, to achieve results.

Increased Interest in Organic SEO

Whilst PPC prices rise, there’s also a tendency that no doubt interrupts the motors that offer PPC programs. Sixty-six percentage of customers”distrust” paid search advertisements. (3) Up to 85 percent of searchers say that they”often discount the paid listings”(4), whereas 87 percent of commercial clicks take place”on the natural (not sponsored) search results” (5) Three times as many marketers who outsource the management of the natural SEO to search engine marketing companies and who also participate in pay per click advertising recognize a greater ROI from their search engine marketing solutions than from PPC. (6) These facts, coupled with the fact that Google has recently announced that it will start to take the relevance of webpages into consideration when deciding on what sequence the advertisements will look (which will signify that effective PPC campaigns will require at least some basic organic SEO), point to one obvious result–an increase in the number of companies that investigate organic SEO applications, whether internally generated or provided by external search engine marketing companies.

Continued Reluctance from Agencies to Pursue Search Marketing

To most, it seems like a perfect match –conventional marketing agencies joining forces with (or purchasing outright) PPC providers and organic search engine marketing services. However, the ordinary agency is frightened to death of search engine marketing services in almost any form (although some forward-looking bureaus have jumped on the internet search engine marketing bandwagon). The reasons are simple: accountability and metrics.

Marketing agencies have for decades made cash based upon a percentage of what a company spends on advertising. This model has been the accepted norm for decades. But some problems that are ethical are raised by it. What’s the motivation to get an agency to urge decreased spending on non-performing initiatives? Moreover, what reasons does an agency need to report on the efficacy of each of its campaigns? (If an agency’s clients dug deeply into some such metrics, they would likely reduce their advertising spend based on the operation of individual campaigns.) Many PPC providers have embraced this model, even though the goal of a PPC campaign should be to monitor the metrics of a campaign to decrease the invest (eliminating underperforming keyphrases, for instance ).

Great search engine marketing services offer metrics which scare traditional advertising services. If these agencies have been to present such metrics to their clients, those very same clients may start to need similar metrics for other campaigns (television, radio, magazine ads, etc.). Until the”percentage of spend” version is altered, big agencies will continue to reject search engine marketing services and will not suggest them to their clientele. Vovia: Results focused marketing firm in Calgary

Continued to Concentrate on Google for Organic SEO

In general, where Google goes, other engines will follow. Search engine marketing services will continue to optimize. (7) However, instead of trying to deceive Google by unraveling the latest, ever-changing algorithm, search engine marketing companies will instead must use the”piggyback” strategy. This approach entails learning by the studies that Google conducts of its customers (learning by observing the commonalities of the types of websites that consistently rank highly) and implementing those very same features to customer websites. Search engine marketing firms not only make websites for Google but for consumers. As engines try to close the relevancy gap search engine marketing companies will be rewarded because the tactics they have used for Google success.


The use of search engine marketing solutions is still a brand new,”unproven” channel to a lot of businesses. Even so, it is changing the way that traditional marketing agencies must do business. With PPC costs rising and the potency of this PPC channel coming to question, more firms will investigate the hiring of search engine marketing companies utilizing organic tactics for their Internet marketing needs. Smart companies that outsource organic or PPC advertisements will no more say”what have you done for me lately”–they’ll say”prove what you’ve done for me lately.” Search engine marketing solutions that are on top of this curve will be happy to do so.