Nearly 80 percent of marketing decision-makers fail to include SEO in their budgets, according to new research from global tech public relations agency Hotwire.

For its Marketing Silos report, which was released today, Hotwire surveyed 300 senior-level, decision-making marketers. While 52 percent said their spend includes online advertising, only 21 percent said the same for SEO despite the fact that search engines display so much of their digital advertising. According to Google, one in six people on the planet use Google to do more than 1 trillion searches each year.

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I’m often asked by prospective clients how much money one should budget in order to achieve Goal X in Y period of time. It would be terrific if search marketing was like programming – a straight-up "if this, then that" proposition. Unfortunately, it’s not that simple. There are too many outside variables in play.

The rate of achieving a goal is impacted by a number of factors, beyond your control or the marketers’. Things like the number of competitors in a niche, the quality of competing websites, the quality of competitor link profiles, and the strength of competing brands are all wildcards that will have an impact how quickly one gets traction in organic search.

That said, the right budget is one that you can comfortably afford and stick with for at least three to six months. It takes that long to plan, organize, develop, execute, and then accurately evaluate the success of a campaign. Generally speaking, more budget dollars equals more resources, which can expedite meeting established goals and objectives.

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In the battle for marketing dollars, many businesses are torn between search engine optimization (SEO) and pay-per-click (PPC) advertising.

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As businesses plan their 2014 marketing budgets, many are wondering if these death knells mean they should move completely away from SEO. But businesses shouldn’t move so quickly. Google’s changes were designed to stop those who were trying to work the system. For honest businesses, keywords and backlinks can still improve search results, especially when those tools flow naturally throughout a business’s well-crafted, informative copy.

Meanwhile, PPC seems to be just as popular as ever with marketers. In its report, The 2013 State of Paid Search, 72 percent of businesses surveyed reported they plan to spend more on PPC in 2014, up from 70 percent who increased spending in 2013. Google AdWords was by far the area where businesses planned to spend the most money on paid search, followed by Bing Ads, display networks, and Facebook.

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