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Biggest Changes to SEO Coming Soon

According to a recent report released by eMarketer the total online advertisement spending directed toward desktop ads is expected to peak in 2014.  This year the estimated budget for desktop paid ad spending should reach $34.29 Billion, after an expected increase next year, however, the report anticipates spending in this area will begin to drop.  This is due, in large part, to the fact that people are rapidly moving away from their desktops and towards tablets and smartphones.  Due to the increased functionality on these devices, people are also doing more and more of their shopping on these devices as well, which attracts the advertisers.

So, what does that have to do with SEO strategies for marketers going forward?  More than some might think actually.  With the continuing trend of people moving toward mobile devices it will no longer be good enough to simply find a page on the first page of the SERPs for a keyword.  Many mobile devices display fewer results above the fold, which means the 4,5 and 6 positions in the SERPs will likely see reduced traffic.

In addition, some experts suggest (though no study is currently available on this that I’m aware of) that people searching from mobile devices will tend to type in shorter search phrases.  This will reduce the effectiveness of some long-tail keywords, thus further increasing the competition for high quality keywords across virtually every niche.

While this might seem like a problem to smaller marketers, there are some options available which may make it possible to remain competitive.  First, mobile search uses more precise geographic information in most cases, and that is only expected to improve.  While on a PC someone might search for “City Name + Dog Trainers”, individuals on a smart phone can harness the power of a GPS to narrow the search results to specific areas within the city.

Whatever the future holds for online advertising, SEO and marketing it is clear that there will continue to be a lot of money to be made by marketers who can get their products in front of searchers.  Whether that is by increasing their paid search budgets or by improving their SEO strategies, online marketing is only going to get more competitive, and more lucrative in the future.

What are your thoughts on this?  Do you use paid search for desktops?  If so, are you planning on shifting to more mobile focused marketing over the next year or two?   You can see the full report from eMarketer here.

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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  1. I do not put any special focus on mobile marketing. With more and more high resolution devices comming out I believe they will more and more use normal pages on mobile devices.

  2. I do hope that the technology gets better and advances fast because I can see where they are coming from with the users typing in shorter key phrases when searching. I always find myself doing this on my mobile phone as it is a pain in the a** trying to type on the things.

  3. SEO is for sure destined to change so that it can accommodate mobile devices. We are all so lucky because Michael Levanduski keeps us on informed and we therefore remain on top of the game.

  4. Mobile Marketing will be very hot next years…Personally I don’t like too much to use this mobile devices instead of PC,maybe just If I’m away from PC and need fast results.

  5. I actually find it annoying to try and search for something from my phone. If I will be spending more than a couple minutes looking something up (any item requiring a bit of research), I will grab my laptop.

What's your opinion?

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