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2016 State of Search Report (SOS)
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2016 State of Search Marketing Report

SEMPO is proud to present our 11th Annual State of Search Report. For an industry constantly evolving, this report remains a touchstone for digital marketers looking to assess where they stand today and where they should be looking to succeed tomorrow. Our unique approach of surveying and segmenting results for both marketers and agencies provides perspectives and insights not easily found in other reports.

Every year, we review the previous survey contents to evaluate the usefulness and success of questions to determine which will be removed and what new questions will be added. We also include suggested questions from previous survey takers to ensure the survey remains relevant and on-trend.

 The survey is a continuation of SEMPO’s annual tracking of digital marketing trends including Search Engine Optimization, Pay Per Click Advertising, Social Media Marketing and other digital channels.


As with our past State of Search surveys, this year’s report provides some interesting trend data and allows for comparisons between Agencies and Marketers. Some key results from the survey:

  • Social Media Advertising is the largest growing segment even though social marketing is still harder to show ROI
  • Paid Search investment continues to grow with Google still dominating but Bing maintains solid base
  • ROI still big challenge for both Agencies and Marketers; while Marketers seem to struggle more with Integration and Agencies more with Hiring Talent
  • Increased Mobile Usage most significant emerging trend; AdWords changes, Content Marketing Integration and Remarketing follow

Now Available for Download

The report is available for download by SEMPO members. Log-in to view and download the document below, or access all SEMPO research. To become a SEMPO Member and view the latest 2016 State of Search Marketing Report, please click here.

Preview the Results

Want a preview? Watch the Search Research Hangout aired on February 28, 2017.

Past State of Search Marketing Reports

Access to past reports are public and can be viewed here.

The surveys were completed by over 400 advertisers and agency respondents. SEMPO and Econsultancy promoted the survey to their respective members, offering a complimentary copy of the report as the incentive for taking part.


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