Growing search ad investment should compel marketers to boost SEO campaigns as well.

A report from eMarketer points to a series of upcoming events that are likely to result in increased search engine use. As such, businesses are expected to spend 27 percent more on search advertising in 2012 than they did in 2011 and SEO marketers should be prepared to incorporate developing trends in their content marketing campaigns to fuel organic search results.

While rising paid search budgets demonstrate less growth than the market saw in 2011, investment is expected to increase through 2016, according to eMarketer.

The 2012 Summer Olympics in London and the U.S. Presidential Election in November are among the major events of interest are all slated for 2012. As people turn to search engines to gather the latest information, businesses should consider integrating the events into their content marketing campaigns.

Hitting on major events and trending topics will help companies using SEO and content marketing make content more relevant and increase the overall visibility of a website.

According to eMarketer, more than 79 percent of all PPC campaigns will be dedicated to Google, as the company dominates the search market. Similarly, SEO campaigns should probably focus on Google users as the majority of internet users turn to the search giant to find web content. As such, businesses will want to keep up with search developments from Google.

Most recently, Brafton reported that Google’s latest Panda update hit the web on January 18. While this change was relatively small, it’s likely that a more substantial adjustment is coming soon. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.