Search marketing is a very lucrative industry. The field is expected to continue to grow as companies seek to gain an extra edge by improving the search rankings of their Web sites. Changes to search engine algorithms will also motivate companies to invest in SEO in order to adapt and maintain good search results. The growth of mobile Internet technologies is also creating demand for search marketing professionals. Opportunities should be strongest for those with college degrees and extensive experience in the field.
IBISWorld reported that, between 2015 and 2020, digital advertising agencies experienced growth of 13.1 percent. Strong demand resulted from a growing number of consumers using tablets and smartphones to access Web sites. Additionally, many companies were selling products directly online and using digital platforms to build their brands. The need for search engine visibility was expected to support continued growth in the digital advertising space through the mid-2020s, according to the researcher.
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