The Drum has published its special report on search marketing, which explores the discipline, from SEO to PPC, looking at key industry trends and challenges facing search marketing teams.From pay-per-click advertising to organic search, search marketing is an industry in its infancy, yet it plays an ever-increasing role in the strategies of digital marketing teams.The IPA Bellwether Report, the quarterly survey of marketing budgets, recently revealed that online search/SEO spend was revised up by 4.7 per cent, indicating growth in the industry. Search plays a dominant role in marketing strategies, with 91 per cent of companies using it, according to the Econsultancy/ Guava UK Search Engine Marketing Benchmark Report (May 2011), whilst investments are set to increase for both paid search and SEO. Around two-thirds (66 per cent) of companies surveyed in the Econsultancy/Experian Marketing Budgets 2012 Report (February 2012) are planning to increase budgets for SEO, whilst the same report found that 54 per cent of companies indicated they are planning to increase their PPC budgets.In this supplement, The Drum explores the challenges facing the search marketing industry at present, including the recent changes to Google’s algorithm. We showcase industry opinions on the subject, gleaning insight into the key trends and exciting developments afoot – such as the Yahoo! and Bing Search Alliance – and discover the impact marketing-wide game changers social and mobile are having on search.
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