SEO is a everywhere and effective foundation of online marketing. Estimated 83% of digital agencies and 85% of corporate marketers engage in SEO. At the same time, SEO was one of the highest ROI marketing tactics, rambling only email marketing and trade shows.
Industry research also projects that SEO budgets and effectiveness will increase over the next three years. Forrester Research’s U.S. Interactive Marketing Forecast, 2011 to 2016 found that 94% of marketers surveyed said their SEO effectiveness would increase or stay the same in the next three years.
In the State of Search Marketing Report 2011, three-quarters of digital agencies anticipated that their clients would spend more on SEO in 2011; 54% of corporate marketers surveyed expected their company spending on SEO would increase.
SEO Market Trends
The SEO software market is evolving quickly and is being driven by a number of important trends, including:
- The increasing frequency of algorithm changes at Google.
- The integration of social signals into SEO software platforms.
- Enterprise integration of SEO within the organization.
- An increase in SEO-targeted venture capital and acquisitions.
Effective SEO also requires cross-functional staff communication from departments including marketing, PR, engineering, web development and product management. SEO can share keyword research with content or editorial staff, which can incorporate top-performing keywords in their web copy.
Management can monitor whether corrections of on-page errors and broken links have been made, and then review any resulting trends in traffic and conversion. This level of workflow and task management is becoming more widely utilized.