Mediarun Search Marketing News

Search engine marketing integration should be an SEO agency priority

June 29th 2010

Search Engine Optimisation News

The integration of search engine optimisation into an SEO Company's wider communications strategy is vital, it has been claimed.

According to a new study conducted by the Internet Advertising Bureau (IAB), some 99 per cent of marketing experts could benefit from better integration of search engine marketing.

The research has also highlighted the fact that the understanding of search engine optimisation - and its huge marketing potential - is poor once you move beyond the SEO agency sector.

In its new Search Marketing Barometer 2010 survey, the IAB noted that UK advertisers could be missing a trick by failing to capitalise on the return-on-investment benefits of effective website optimisation - with 60 per cent of leading brand promoters failing to realise the benefits of effective search engine marketing.

It is clear that a large number of brands - more than a third - are aware that their website optimisation programmes are not delivering the results they expect. But a definitive course of action still evades many marketing professionals - highlighting the benefits of consulting a dedicated SEO agency about search engine optimisation strategies.

However, the IAB's search engine marketing report did have some positive news for those operating in the industry.

Some 78 per cent of respondents said they understood the importance of pay-per-click advertising and three quarters claimed that they were aware of the effectiveness of natural search engine optimisation.

Moreover, 90 per cent of businesses claimed that they were finding it easy to switch their marketing budgets from offline to online, and a further 58 per cent said that they were planning on increasing spending on search engine optimisation in the coming year.

Some 72 per cent of respondents claimed their marketing budgets were not sufficiently large to allow them to invest in all the search engine marketing activity they would like to.

Recently, marketing expert Di Forster claimed that businesses were starting to cotton-on to the importance of SEO.

She said: "Well-established companies are realising that they need to do something online now whether they like it or not."

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