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Search engine marketing is set to increase by 65% this year in Europe, with over €1.4bn being spent on paid search and search engine optimisation.

With the search market growing at such a rate it’s important that we set an industry standard. The Internet Advertising Bureau (IAB) have partnered with the Direct Marketing Association (DMA) to put a Search Marketing Charter in place, which will eventually lead to a set of best practice search marketing guidelines.

Personally I welcome the move; in fact I would have expected it to happen sooner. Producing an industry standard guide will do no end of good for the market.

But with the market moving and changing as it does, keeping the best practice guidelines up-to-date will be another challenge altogether.

About the author

As head of our Online Marketing team, Darren has been instrumental in shaping our service offering since joining Coast Digital in 2006.

Darren has a technical background, gaining a first class degree in Computer Science and has amassed a vast amount of experience in all aspects of digital marketing since joining us. He is passionate about all things digital and has worked with a wide range of clients. Darren is a certified Google AdWords Professional.