In a recent article titled Search Pros Now Specializing, BtoB magazine drew attention to the fact that the search engine marketing field has now grown big enough that many companies are engaging staff specialized in each aspect, rather than expecting one person to handle SEM as one of many responsibilities.

An interactive marketing executive might have previously been in charge of search engine optimization, email marketing, web design, and even offline advertising.

But with the recognition of the benefits of search marketing, especially SEO (which offers conversion rates triple those of paid search according to the article), company executives are trending toward specialization in one aspect, sharing their previously lumped together job responsibilities. So now at companies mentioned in the "Search Pros" article like Office Max, New York Times Co, IBM Corp., Hewlett-Packard Co., you'll be more likely to find one person charged with SEO strategy and perhaps another full time staffer running the paid search program.

As a member of an SEO team myself, I'm relieved for those who are now able to better focus their resources. It's definitely going to benefit a company if they have a dedicated internal SEO champion who manages the relationship with the SEO provider and ensures that key departments throughout the company give the online channel the weght it deserves with budget and HR resources.

Search Engine Optimization Blog Article...