Online PR efforts in the future are likely to be managed in the same way as current search engine activity, it has been claimed.

David Roth, director of search engine marketing at Yahoo!, writes for Search Engine Land that this trend is what has kept him in the search business for so long.

"I truly believe that the majority of online marketing will be managed in a similar fashion to search in the coming years," he explains.

Mr Roth adds that his beliefs about the future of online PR have already led to him commuting via rail for longer than the normal two-and-a-half-year period.

"I imagine I’ll be sticking with train commuting – and search marketing – for some time to come," he writes.

The search engine marketing expert suggests that there are parallels between commuting and online PR.

He argues that changes to search ranking algorithms can act on expected results in the same way that a delayed train impacts on an employee’s arrival at work.

In a previous Search Engine Land article, he suggested that a focus on search engine optimisation – rather than on search marketing – could provide a greater return on investment in the current economic climate.

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