Search budgets increase, algorithms and mobile having impact

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Wakefield, Mass.—Search engine marketing expenditures in North America will reach $23 billion by the end of the year, up 19% from 2011, according to a new study by the Search Engine Marketing Professional Organization and Econsultancy. According to the organizations' “State of Search Marketing” study, 87% of marketers feel their search efforts are most affected by Google Inc. rankings of search query results; 47% said changes in mobile use also are having a large impact on how they structure their search campaigns. Eighty-six percent of participating marketers expect digital budgets to grow this year, up from 77% last year. Twenty-one percent said hiring and retaining search engine marketing talent is a concern. The report was based on an online survey of 883 marketers during the current third quarter.
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