Excerpted from their Search Marketing Benchmark Guide 2005-2006, this short report (pdf) on “the top three search marketing trends to watch” is pretty interesting.
The three trends are:
- Search engines as tv networks jockeying for audience – using search engines is the third most popular activity online, just behind email and surfing. The fact that there are only a few search engines being used reminds the author of the TV audience in the 70’s when there were only 3 channels.
- SEO still a tiny portion of total search marketing spend – only 12% of paid search budget was spent on SEO/free listing optimization (although that number is growing)
- Search marketing – a new application for press releases. This one states that if end users can now read press releases online, reporters are no longer interested in them. Companies now use search engine optimized releases to talk directly with end users.
I am surprised not to find anything blog related in the report. After all, blogs do get you higher rankings in the search engines and many companies are starting to use those as vehicles to communicate directly with end users.