The search engine marketing business is continually changing, often at a rate that makes it impossible to imagine that marketing systems for search engines will remain on top of all the new technologies. check out the post right here.For search engine marketing companies, and for the business in general, the one constant is change — usually for the best, often for the worst, but almost always necessary. It’s not industry for the fainthearted or those who abhor change. But savvy marketing search engine firms are trying to look ahead to anticipate trends. Here are my forecasts on challenges to be addressed by search engine optimization companies in the near term.
More accountability Required from marketing search engine companies
Search engine marketing companies who use strategies intended to manipulate algorithms into providing answers that do not answer the search question explicitly may fail as more businesses continue to look at the broader priorities that drive them to first evaluate marketing services for search engines. The “traffic-centric” mentality will grow as companies continue to expect transparency from search engine marketing firms in terms of improvements in the bottom line. Ranking changes provided by search engine optimization companies would be challenged if they will not result in substantial rises in traffic, and traffic changes will be challenged if there is no resulting development in the website-generated businesses. This is good for quality search engine marketing firms, since any company that does its homework in the vendor selection process will never give serious consideration to the “snake-oil” practitioners who have given the industry such a bad name.
Increasing PPC costs and Frustration of PPC
When bigger corporations with massive resources begin to leap into the world with pay per click (PPC), prices will start to increase. (Average PPC expenses rose by 37 per cent from Q1 2005 to Q1 2006.(1)) Such well-funded corporations will utilize PPC as a promotional device as well as a advertising tactic that will crowd out all of the smaller marketers currently in usage. Indeed, the top 10 PPC advertisement firms, based on the amount of PPC views, involve names such as eBay, NextTag, Vonage, Time Warner, Orbitz, Aim, and Yahoo.(2) More big firms will start to join the fray, many of them tossing ROI out of the window and paying high premiums for lucrative branding keyphrases. That suggests search engine optimization companies will consider small and medium-sized businesses shifting and SEO to produce returns as they can’t manage PPC any more.
Increased curiosity in Bio SEO
While PPC costs are rising, there is also a trend which will undoubtedly disturb the engines offering PPC programmes. Sixty-six percent of users ‘distrust’ paying search ads.(3) Up to 85 percent of searchers claim they ‘tend to disregard paying listings'(4), whereas 87 percent of commercial searches take place ‘on normal (non-sponsored) search results.'(5) Four times as many advertisers outsourcing their normal SEO operations to search engine optimization companies while even engaging in pay per click advertisements.
Continued wavering from companies to advertisement inquiries
To most, it seems like a perfect fit — traditional advertising agencies are joining forces with (or buying outright) PPC providers and organic marketing services for search engines. However, the typical organization predicts the demise of search engine marketing tools of some way (although several forward-looking companies have recently hopped on the campaign bandwagon for the search engine). Easy reasons: transparency and indicators.
For years advertisement companies have earned profits dependent on a proportion of what an company invests on ads. For decades, that model has been the accepted norm. This does pose certain legal concerns however. Which is an agency’s incentive to suggest a reduced budget on non-performing initiatives? What is more, what reasons should an agency report on the effectiveness of each of its campaigns? (If customers of an agency dug deeply into any such metrics, they would likely reduce their advertising spending on the basis of individual campaign performance.) Many PPC service providers adopted this model, even though the aim of a PPC campaign should be to monitor campaign metrics to reduce spending (e.g., eliminate underperforming key phrases).
Good marketing services for search engines offer metrics which scare traditional advertising agencies. Unless these measures were to be provided to their clients by such companies, the same clients might start requesting specific metrics for certain promotions (television , radio, magazine advertising etc.). Unless the “percentage of investment” concept is modified, major companies will tend to refuse marketing programs via search engine and do not promote them to their clients.