Search engine marketing and optimization have may have already gained prominence in online advertising, but new frontiers beyond the web lie ahead, according to search expert Danny Sullivan, writes ClickZ. "Search is going to be on your web browser, as it is now, and on your mobile phone, on your TiVo, on your MP3 player," he is quoted as having said in the keynote speech at the Search Engine Strategies conference in Chicago. Despite forecasting a search marketing industry boasting vast budgets and greater levels of prestige, he said some unsavory practices are "going to dog us more."

He encouraged marketers to be aggressive in advocating good practices and censuring bad ones, such as comment and link spam.