MarketingSherpa's 2004 Search Marketing Survey

ARTICLE SNIPPET - According to MarketingSherpa's 2004 Search Marketing Survey, neither marketers nor their agencies feel that any type of search campaign is "very effective." However, as MarketingSherpa Publisher and Editor Anne Holland put it, "even if SEO (Search Engine Optimization) is done poorly, putting it in place still increases the average website's search engine traffic by 73 percent."

A 73 percent increase and marketers are still not satisfied? "There are too many SEO firms and agencies simply not doing a good enough job," says Holland. Because search engine marketing became a boom industry just a few years ago, agencies, along with their clients, simply don't know enough about it. Agencies tend to take advantage of their clients' ignorance, which results in a lackadaisical approach to their practice. Additionally, there are some publishing companies that try to do their SEO in-house, which usually results in an unqualified person doing the job.

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