SEO: Is Everybody Doing It?

While it's been reported that only 17 percent of small businesses are actively investing in SEO, the Search Engine Marketing Professional Organization (SEMPO) paints a much rosier picture.

SEMPO's 2015 State of Search Industry report surveys marketers and agencies - providing a better idea of the strategies conducted by Web professionals rather than small business owners, many of which don't have a digital precense at all. SEMPO found that search engine optimization (SEO) leads digital marketing initiatives with both marketers (94 percent) and agencies (92 percent) citing it the most as the digital initiative their organizations carry out, followed by email marketing for marketers and paid search advertising for agencies.

Further, when it comes to paid search, Web professionals are spending more on Google and predominately less on Yahoo. 

Other highlights of the report include:

- Marketers are comfortable handling social media in-house; agencies are more likely to use social advertising on Facebook.

- Agencies are managing more of the "second tier" of image-oriented social media channels.

-Biggest SEO Challenges for marketers is measuring SEO RIO; for agencies it's obtaining budget for SEO efforts.

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