英国搜索引擎营销一派繁荣
E-consultancy的报告结果显示，在2005年，英国搜索引擎营销市场规模以翻倍的速度增长，今年预计也将达到2位数的增长率。
在 E-consultancy 发布的《2006搜索营销买家指南》中，报告显示，到2006年底，英国搜索引擎营销市场估计将达到14.1亿英镑（26亿美元）的规模， 相当于在付费搜索和自然搜索优化两方面都将达到65%的增长率。这个增长率是基于英国市场2005年在搜索引擎8.55亿英镑（17亿美元）消费规模计算出来的。
付费搜索将占其中的大部分，达到12.6亿英镑（24亿美元），占90%的市场规模。当然，这些钱主要还是被几个巨头瓜分，如Google、Yahoo和MSN。
更加值得关注的是，英国的自然SEO也是一片繁荣，E-consultancy估计，SEO到2006年底的市场价值将达到1.47英镑（2.76亿美元），比2005年的0.98亿英镑（1.84亿美元）增长50%。
什么原因驱动如此高增长率？
市场需求是付费广告增长的第一要素。在线广告已经占到英国全部广告业的8%，根据IAB的资料显示，当前有四分之一的媒体消费都是在线上进行的。在线付费广告为广告主提供了一个减少传统广告和网络广告之间投入差距的途径。
英国互联网应用持续在增长，市场营销人员更加精明地关注如何在搜索用户处于搜索状态并有转化为交易的潜在可能是，通过有效地搜索广告吸引他们的注意。
在自然搜索SEO方面，E- consultancy认同Jupiter Research的观点，表示有高达80%的商业点击来自于自然搜索排名。此外，搜索营销人士也正在困惑，他们意识到由于关键词的泛滥，付费搜索广告的 ROI（投资汇报率）案例已经不象过去那样有吸引力，而由于分析工具和技术的提升，自然搜索优化（SEO）的ROI已经越来越精确。
随着自然搜索排名被更多地人认识到是付费搜索排名必要补充，应用SEO越来越成为一种战略手段。随着更多的公司强调道德技术（既符合规范的技术），SEO执行过程也越来越透明化。而对欺诈点击担心也迫使更多的公司转向SEO。
随着搜索和其他在线营销手段以及传统线下营销手段不断地整合，各个公司已经越来越把搜索是看成是整个市场营销规划的一部分。知识和困惑同时都在增长，但是报告表明，搜索营销已经被许多公司的董事会层面所认同。
4个主要趋势
E-consultancy 发现有4个主要趋势正在推动英国的搜索营销市场发展
1 2006年，SEO市场增长将持续加速增长， 因为更多的市场人员已经认识到自然搜索排名的重要性和价值；
2 市场营销人员更关注付费搜索的ROI （投资回报率）；
3 搜索营销正作为一种战略手段被加入到市场营销的整体方案中；
4 对道德SEO（规范的SEO）的需求意识正在增长。
搜索引擎营销成本
E-consultancy另一报告〈SEO最佳实战指南〉，明列了SEO和付费广告方案的成本。主要有两种收费模式，一种是咨询付费方式，按天计酬，不超过经协商的最大费用；一种按效果计酬，通常用于付费搜索广告。
SEO的价格，最低是大约2000英镑（3800美金）起，这是对于相对简单的中小企业来说；最高可达到数万英镑以上，那时针对大型企业的长期策划。
〈指南〉所列的搜索营销服务机构通常的按日收取的费用在500-1000英镑(940-1900美元)之间。SEO通常先收取一笔项目启动费用，然后再每月收取管理及报告费用。根据项目不同，项目启动费用在1000-6000英镑（1900美元-11000美元）之间。
感谢inway指出并指正其中的翻译错误。
原文：
U.K. Search Marketing Environment Thriving
By Chris Sherman
The total market for search marketing in the U.K. grew at a blistering 100% rate in 2005, and further double-digit gains are expected for this year, according to a new report from E-consultancy.
The report, included in the E-consultancy Search Marketing Buyer’s Guide for 2006, says the U.K. market for search engine marketing will be worth an estimated 1.41 billion ($2.6 billion) by the end of 2006, translating into a 65% overall growth rate for both paid search and organic search engine optimization. This figure is up from 855 million ($1.7 billion) spent in the U.K. on search engine marketing in 2005.
Paid search amounts for the bulk of this market, capturing more than 1.26 billion ($2.4 billion), or 90% of the total. The majority of this money, of course, goes to the paid search providers such as Google, Yahoo and MSN.
Even still, organic SEO is thriving. E-consultancy estimates that SEO will be worth 147 million ($276 million) by the end of 2006, up 50% from 98 million ($184 million) in 2005.
What’s driving these growth rates?
Demand is a key factor in the increase in paid search ads. Online advertising now accounts for nearly 8% of total advertising spend in the U.K., according to the IAB, while up to a quarter of media consumption is now online. Paid search offers one avenue for advertisers to address this gap.
Internet usage continues to grow in the U.K., and marketers are increasingly savvy about reaching users when they are in “search mode” and potentially more ready to convert.
On the organic SEO side, E-consultancy echoes Jupiter Research findings suggesting that upwards of 80% of all commercial clicks come from organic search results. Furthermore, there’s increasing sophistication among search marketers who realize that the ROI case for paid search isn’t as compelling due to keyword inflation and the fact that improved analytics tools make it possible to more accurately track ROI with organic listings.
SEO is now seen as more strategic, with organic listings perceived as complementary to paid search listings. The SEO process has evolved to become more transparent, with more firms stressing ethical techniques. And concerns over click-fraud have pushed more firms toward organic SEO.
Increasingly, firms are seeing search as part of a bigger overall marketing picture, with search being integrated with both other online marketing activities as well as more traditional offline marketing. Knowledge and sophistication have increased, with the report suggesting that search marketing is now understood at the boardroom level of many companies.
Four Key Trends
E-consultancy noted four key trends playing out in the U.K. search marketing environment. These are:
- Growth in the market for SEO services will continue to accelerate during 2006 as marketers increasingly realize the importance and value of organic listings.
- Marketers are becoming more savvy about Paid Search ROI.
- Search is increasingly being built into overall marketing plans as it becomes more strategic.
- There is increased awareness about the need for ethical SEO.
Search Marketing Costs
A separate report, E-consultancy’s SEO Best Practice Guide, breaks down the costs of organic SEO and paid search advertising campaigns. The report notes that the two most common models now are consultancy-based, with daily fees charged up to an agreed-upon maximum, and performance-based, most commonly used for paid-search campaigns.
Prices for SEO range from about 2,000 ($3,800) for a relatively simple small-to-medium size business, to costs running into tens of thousands of pounds for larger enterprises committed to a long-term approach.
The agencies profiled in the Best Practice guide typically charge day-rate fees in the range from 500 to 1,000 ($940 - $1900) per day. Charges for SEO are typically based on an initial project set-up fee and an ongoing monthly charge for management and reporting, with the set-up fee ranging between 1,000 and 6,000 ($1,900 - $11,000) depending on the scope of the project.
E-consultancy subscribers can download the 204 page Search Marketing Buyer’s Guide for 2006 or the 208 page SEO Best Practice Guide. Non-subscribers can purchase either report for 99+VAT ($186). Individual annual subscriptions start at 149 + VAT ($280).
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