It will come as no surprise to industry watchers that most marketers intend to increase spending on search engine marketing technology in 2012. But these marketers have something new to grapple with this year – the inclusion of social data into the search process. More marketers are also looking for tools and technology to help them manage search on an international basis.
About 72% of search engine marketers will be upping their effort in this area in 2012 and another 26% will maintain their current levels of commitment to search. The vast majority of these organizations, 90%, will focus on optimizing and comparing the ROI from both organic and paid search this year. Enterprises are also discovering that they can use social signals to their advantage. Over 80% of businesses say these social signals are likely to be more or much more important to the SEO strategy this year.
This data comes from BrightEdge which surveyed its user base to determine their intentions for 2012. Many of these firms operate as global companies. As a result, they are also looking for marketing and search solutions that allow them to target global audiences. This trend is expected to increase.
Analysts at SearchEngineWatch confirmed the BrightEdge trends by interviewing several search engine marketing professionals. They concur that while last year’s focus was on developing ROI metrics to value the SEO effort, this year will be about organizing and managing the data stream that comes from social media. Signals such as shares and likes will now have an impact on position when a Search Engine Results Page (SERP) is displayed. Search marketing professionals concede that dealing with the sheer volume of social data and processing the information into a stream that allows for high-level decision making is a challenge. The volume increases the need for technology solutions, especially cloud applications regardless of the size of an organization.
It looks like the organizations will not only increase spending on search but also on tools to help them manage the process in 2012.[Sources: Miller, Miranda. Search Marketers Value Social, Global. SearchEngineWatch.com. 6 Jan. 2012. Web. 3 Feb. 2012. Search Marketers Survey. BrightEdge.com. 2012. Web. 3 Feb. 2012]