Conductor recently released the findings of a survey about the place of SEO in organizations; results indicate SEO is expected to be implemented more significantly into companies’ business strategies in the coming year, with a focus on content development, web page changes, and technical infrastructure.

The survey found that 78 percent of businesses surveyed are confident that SEO’s role in content development, web page changes, and technical layouts will continue to gain importance in 2013. The results reveal noticeable attitude and behavioral changes in how businesses value SEO, including:

• 60 percent of businesses are increasing the number of employees on their SEO teams
• 63 percent of businesses feel SEO understanding among company executives has increased.
• 65 percent believe search metrics are informing the revenue strategy more now than a year ago

The majority of respondents reported that the number one focus for SEO will be content development, an area of marketing that has typically been outsourced to other parts of the business or externally. According to an article from Search Engine Watch, “With the expression that content development needs to fall under the search marketing remit, SEOs are not only reacting to algorithm changes but also expressing determination to collaborate with other departments.”

The Conductor report stated that the increased attention to search metrics is due to SEO’s maturity in recent years as a discipline for increasing search visibility, driving traffic, and improving revenue. In the past year, marketers have begun to consider SEO as an effective technology that will help them meet their digital business objectives.

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