Media buyers 'scared' search engine algorithms

15th January 2008

Traditional marketers and media buyers are unequipped to deal with search engine algorithms, it has been claimed.

Search Engine Watch, an industry website, has reported that in order to fully understand the technology search engines use to deal with user queries, search engine optimisation (SEO) experts are required.

Kevin Heisler, executive editor of the site, commented: "Search marketing firms with proprietary technology are viewed as arms merchants in the online marketing world. Their algorithms strike fear into the hearts of media buyers who want to believe … they're not at war with search engines."

Mr Heisler said that paid search, display ads and social media ads are all growing within the search engine world and that the same algorithms used by SEO experts apply to these.

Aaron Shear, partner in Boost Search Marketing, also commented on the website that the majority of companies need professional advice when it comes to social media optimisation.