UK search engine marketing industry booming
26 May 2005
The UK search engine marketing industry could be worth as much as £600 million this year, a new report suggests.
According to estimates by E-consultancy, revenues in the UK will reach £598 million, representing about 70 per cent aggregate growth on 2004.
Continued pay-per-click growth and keyword inflation have boosted companies' spending on SEM, with an emerging trend towards the long-term benefits of organic optimisation as Adwords/Overture costs soar, the study predicts.
E-consultancy forecasts that local search will engage newcomers from the SME business market, who have not invested in search engines before.
Trends observed within the UK market include continued investment in search marketing by highly competitive sectors, such as finance, travel and recruitment, increased spending by both corporates and SMEs, and a growing understanding about the importance of building search into wider online and overall marketing strategies. E-Consultancy found that PPC still accounts for about 84 per cent of the market, including media spend.
E-consultancy CEO Ashley Friedlein commented: "We expect that demand for specialist search marketing services will continue to increase for some time. The launch of MSN's proprietary search engine and paid-listings is going to make bid management more complicated.
"There's also the increase in spending on organic search, which could spark sector-specific search wars, as companies up the ante and jostle for position. Then there's the impact of Google Local on the SME fraternity. There really is a lot going on - it is a good time to be in search marketing."
The company's 186-page report, "Search Engine Marketing - A Buyer's Guide 2005", profiles 23 credible UK specialists and includes best practice tips and tricks for UK firms.
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