Though Google currently dominates the search engine optimization (SEO) landscape, that may soon change, according to an annual report from digital marketing firm Razorfish.
The company found that 45 percent of its clients‘ media spend was invested into vertical properties, like search. Google currently leads the search category, but based on clients‘ spending trends, competing search engines Microsoft and Yahoo could dethrone it.
"Razorfish expects the combination of Microsoft Bing and Yahoo to challenge Google’s dominance," said Jeremy Lockhorn, vice president of emerging media at Razorfish.
Razorfish’s report also predicted trends for emerging media. While the company expects social and mobile marketing to continue increasing in importance, it also stated that four other emerging platforms will have an impact on marketing in 2010: ad verification systems, local online advertising, in-game advertising, and digital out-of-home marketing.
If Razorfish’s predictions are to come true, it would be surprising. While Bing is gaining influence in the search engine optimization (SEO) industry, it isn’t taking market share away from Google. Rather, according to recent statistics from comScore, it’s stealing users from Yahoo. Google currently accounts for 64 percent of the American search engine market, reports comScore.
