There's a big disconnect in the way marketers allocate dollars to campaigns focused on search engines, according to a recent post from Rand Fishkin. He reviews available data from comScore, Enquiro and others to pose several questions -- such as, why does paid search earn so many more marketing dollars, what can SEOs and the SEO industry do to help bring parity to this equation, and does a down economy mean SEO will be given greater opportunity to perform?
The conclusion: SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets for SEM campaigns. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets. Saving his opinions for another post, Fishkin asks for yours.