A recent eMarketer report suggests that year-over-year marketing expenditures on SEO will increase by 20.3% in 2013, with significant growth each year until then. Pay Per Click advertising, while still projected to grow, will grow at increasingly slower rates during the same time period.
Implications for Marketers
Marketers are increasingly pressured to find the most efficient and effective channels to attract new customers and retain the existing base. It is important to note that SEO and PPC do not (and should not) exist within a vacuum. In fact, many other studies have shown that SEO and PPC perform dramatically better when strategies are developed in conjunction with other marketing channels.
I call this the Integrated SEO Process and it involves coordinating SEO objectives, audiences, strategies, tactics, and metrics with your existing or planned marketing and sales channels. Can SEO work without this level of integration? Of course! But if you want to achieve maximum efficiency and effectiveness of your SEO and marketing campaigns, make sure that everybody has a seat at the table from the beginning.