The world is changing faster than it ever has and businesses need to adapt in order to survive .
Search engines may have started as a simple by-product of the creation of the modern internet back in the early 90s, but today are the starting point for a modern consumer’s path to purchase. In fact, search overtook social to become the biggest source of referral traffic across the Web in 2017, taking a sizeable 35% of total visits. Moreover, organic search traffic accounts for 51% of clicks to any website and in 2017, over $92.4 billion was spent on paid search campaigns, of which Google took home 74.54%. All of that investment leads to significant returns for businesses, with organizations making an average of $2 for every $1 they invest on Google AdWords.
Even with Google holding 80% of the total search engine market share, the introduction of mobile and disruption by changing consumer habits and new technologies means that we are at a pivotal time for search marketing. Machine learning and voice search alone are rewriting the rulebook all over again and that's without thinking about the impact of Amazon. Search remains a profitable direct response medium, but it is also evolving to incorporate higher-funnel interactions with consumers. Google Lens and voice-activated Shopping are just two indicators of where the industry is headed. The full spectrum of digital marketing activities is starting to intersect with search, creating a wealth of new opportunities and challenges.