SEO Keeps the Lights On, Marketers
While organic search budgets increased in 2016, they were almost even with organizations keeping spending levels steady. That may be because SEO is “as necessary to an organization’s well-being as changing burnt-out light bulbs,” according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
There’s no sign of SEO spending slowing, says Target Marketing’s analysis of years of “Media Usage Survey” data. The “Search Engine Optimization” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Search Engine Optimization
An excerpt of the six years of data in “Marketing Mix Trends 2010-2016” is below:
Updating a website — both on a regular, iterative basis, as well as through a site-wide overhaul — so the site continues to rank high in search engine results is as necessary to an organization’s well-being as changing burnt-out light bulbs. The constant increase in search engine optimization funding seen through the years reflects this, and there’s no sign of it slowing.
Media research firm Borrell Associates anticipates that SEO expenditures will climb from $65 billion in 2016 to more than $79 billion in 2020. The slight falloff in expenditure increases during 2016 (only 43 percent of respondents said they increased spending, compared with more than half in years past) may be because marketers have moved money into active prospect-trawling activities, such as off-site advertising, at the expense of passive mediums such as SEO, which relies on prospects discovering sites through searches they initiate.