Last week we talked about how critical SEO is to any online campaign and to digital media in general. The real beginning of most marketing leads, whether on-line or off-line, often can be traced back to an original search performed within one of the popular search engines. Let’s explore that concept as it relates to SEO. Thanks again to the founders of Slingshot SEO for their insights and for providing me the majority of this background information.

Web Search

Searching the web has become an integral part of everyday life, as people use search to locate and share information and purchase products and services. By example, ComScore estimates that search engines currently receive over 15 billion searches each month and that overall global search traffic is growing 46% annually. According to McKinsey & Company, the average Internet user in the U.S. performed some 1,500 searches in 2010, and in January 2011, 200 million Americans conducted online searches. Some 90% of online users use search engines, and search represents 10% of the time spent by all individuals on the web.

Search engines will continue to cater to websites that raise the relevance of their search results. Since all search engines function with the goal of producing the most relevant sites for a given search query, strong relevancy and useful content are crucial to the ongoing success of any search engine.

Four key characteristics of search engines should remain true in the foreseeable future:

1. Search engines will continue to drive more leads and sales than any other form of marketing. The Internet alone, without search, fails to function efficiently. Search has exponentially increased the speed at which customers can find, organize, research and purchase products and services.
2. Search complexity is increasing as Internet users and content grow exponentially. Search engines’ success will be measured based on their ability to master algorithms that connect users to the most relevant information.
3. Search engine users will continue to favor natural search listings over paid search listings. Natural search engine listings are authentic representations of what a search engine believes should rank. Search engines will continue to win or fail based upon the relevancy of their natural search listings, rather than solely their paid results.
4. Search engines will continue to cater to websites that raise the relevance of their natural search results. Search relevance is how related and pertinent a given website is to a search query. For example, www.hhgregg.com is more relevant to a search for “Flat Screen Televisions” than www.zappos.com, an online store that doesn’t sell consumer electronics. High search relevancy is absolutely crucial to the ongoing success of search engines. Search engines will continue to increase search relevancy over time by catering to established and growing brands that deserve to rank highly.

The increasing influence that search has on consumer behavior and decision making has resulted in dramatic increases in search-specific marketing spend, as businesses are beginning to realize the value created by search. According to McKinsey, approximately 25% of the traffic to websites of mainstream content creators is driven by search engines. To optimize advertising spend and enable digital relevancy, companies are increasingly turning to SEO providers like Slingshot SEO with process and technology to implement and execute programs that enable deserving brands to achieve top search engine rankings.

Interactive Marketing

Traditional advertising methods such as newspapers, magazines and television are falling victim to the rising influence of interactive marketing. According to Forrester Research, interactive marketing spend stood at only 12% of overall advertising as of January 2010. However many marketers are now finding that interactive tools are more effective, less expensive, more measurable, and better for direct response, especially in today’s economic climate. As firms continue to shift their marketing budgets from traditional to interactive, this percentage will continue to grow, and is estimated to reach 21% of all marketing spend in 2014.

Below is a chart from a recent Marketing Sherpa newsletter illustrating the point quite well.

Future investments in SEO backed by having SEO process in place.
Q. How much do you expect your organization’s SEO budget to 
change in the next 12 months?

Today more than 80% of marketers embrace paid search and SEO. Nearly two-thirds of all marketers manage search programs through advanced tools and outsourced partners to optimize return on investment from search programs.

The projected size and importance of the SEO market bodes well for Slingshot SEO and other like organizations with the talent and knowledge to be successful. In fact, such partners will continue to rise in importance for any marketing-focused group. I personally enjoy watching it unfold and as we continue to partner with deserving brands to help achieve digital relevance together!