I think SEO will stay within marketing at most enterprise companies for the foreseeable future, but there could be a shift back to IT or even to Operations. I think this would be driven by a better appreciation of SEO’s value when done right. In many marketing departments, it’s just a ‘thing’ that happens around various campaigns; it’s not integrated as well as it could/should be, and that partially explains why the cost is being driven down so much. It makes sense in marketing because of ties to content and PR
, but we could see a change there.