We know that Google and Overture are making bucket-loads of money from selling paid listings, but how much money is being spent on other types of search engine optimization and marketing? And who, exactly, controls that spending—advertisers or search marketing agencies?
Two recently released reports, one from Jupiter Research and the other from SEMPO (which Gary blogged below), offer answers to those questions, and others. The new data provides the clearest insights yet into what has traditionally been a murky area of understanding, even for people working as search industry insiders.
Today's SearchDay article, State of the Search Marketing Industry 2004, provides an overview of these two new reports. A longer version of the article for Search Engine Watch members also discusses findings showing that search marketing budgets are poaching funds from other types of advertising and covers advertiser attitudes and concerns regarding the paid listing click fraud issue.