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I have never really understood why our industry arrived at Search Engine Marketing as the collective term for pay per click advertising when it clearly much more aptly describes on-line marketing and integrated search marketing in general, however it is what it is and so we need to address the biggest issues facing this particular discipline.
It was always going to be the case that pay per click advertising would become the playground of the rich and famous with big keywords and phrases becoming the property of the companies with the biggest budgets. Therefore I believe one of the biggest challenges for Search Engine Marketing is how do small businesses compete and get a good ROI. The obvious answer is the utilization of long tail phrases however this area is going to become more congested and ultimately more expensive and so the only answer is for small business owners to achieve maximum conversion from each part of the on-line sales funnel. Unless Pay per Click Marketeers or Search Engine Marketing Companies can offer an integrated solution with data capture and lead generation software then small business owners will have to migrate away from this type of marketing.
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