The growing natural search engine optimization industry has enormous potential, but major obstacles include lingering labor shortages, credibility issues, tactical ignorance and limited ROI accountability, according to a new study. SEO industries grow in perspective and helps companies make strategic choices in the face of troublesome tactics and measurement failings.

Studies show that spending is on the rise, but it may mean that marketers are trying out search engine optimization ? not necessarily succeeding at it. Many companies attempt Search Engine Optimization, but clearly they fall short in the rankings game and the traffic that comes with strong visibility.

The industry is more than 10 years old, but some companies still haven't launched their first SEO campaign. Those who are engaged don't keep up with the program or miss vital sections of their websites because is viewed as a part-time effort. It's tough for ROI to emerge as a top priority if the practice of SEO is seen as a one time event or something the webmaster gets to when they have a chance.

Companies should look at how they measure up to to the competition for reasonable search terms on major search engines. At some point, they need to decide how much it matters if they're not at the top.