SEMPO Finds Talks State of Search Engine Marketing

The Search Engine Marketing Professional Organization (SEMPO) has shared the results of its annual State of Search The marketing Report. WebProNews spoke of the findings with SEMPO's outgoing president Sara Holoubek in the Strategies of search Engine conference in New York (more exclusive interviews from the seen conference here).

Holoubek tell us that they had a record number of respondents this year. &Quot; almost 1,500 people from across the globe in 68 countries answered the survey, she says.

The report estimates that the American search engine marketing industry will grow 14% from $14.6 billion in 2009 to $16.6 billion by the end of 2010.

The report also indicates that measuring ROI is the largest challenge set against marketers this year in all three key search tactics covered in the survey - CATHEDRAL, the full search, and social media marketing. Additional findings include:

- Around half the the companies (49%) assign again the budgets to search engine marketing from print advertising. More than a third (36%) are shifting money away from direct mail, and almost a quarter are moving budgets of conferences and expositions (24%) and web display advertising (23%).

- The research highlights Google’s dominance as a search engine, with 97% of companies paying to advertise on Google AdWords. Nearly three fourth of companies (71%) pay to advertise on the Google search network while 56% use the Google the network pleases (keyword concentrated on) .

- More than half of advertisers (56%) and agencies (62%) say that Google keywords has come be more expensive on the last year. Meanwhile, only around a third of advertisers noted an increase in Yahoo (32%) and Bing (29%) keyword costs.

- From a range of developments of tendencies and market, company respondents are most likely to say the personalization of results of search have a impact. Just under a third of companies (31%) it says that this is "extremely significant," and a further 44% say it is "significant." Agency respondents felt the "rise of local search" was the most significant emerging trend with 38% saying this was "highly significant" with 47% labeling as conclusions of SEMPOs “ significant."

suggest tha the rise of social media budgets, while still modest in comparison to EO and the full search, represents the "biggest opportunity" for search marketers in 2010.

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