The majority of senior-level marketing decision-makers are still not factoring SEO into their budgets, according to the recent Marketing Silos report released by Hotwire, a global public relations agency that specializes in tech. Even though search engines are a key part of digital advertising and a main way for consumers to find content, marketers feel more comfortable funneling funds into the channels they know and love, explained Rebecca Honeyman, senior vice president and general manager of Hotwire's New York office. "If you're unsure of a new channel, you tend to go with the tried and tested and what's worked previously, and to me, that would be the reason behind the higher number in more traditional channels," she said, as quoted by Search Engine Watch. However, Honeyman went on to opine that relying too heavily on other channels rather than investing in SEO may be a mistake. "By overlooking this channel, you're overlooking a huge portion of your audience," she warned, according to the media outlet. The five R's of SEO Marketers eager to get up to speed sooner rather than later may want to consult an article penned for ClickZ by IdealSpot co-founder and CMO Bryan Eisenberg. In it, Eisenberg boils down the basic tenets of SEO to the five R's, asserting that above all else, site content must be: Relevant Reputation-building Remarkable Readable Able to reach the modern searcher Eisenberg noted that these elements all tie into the ranking factors Google uses to determine search placement, as outlined in an annual study released by Searchmetrics. The 2015 iteration of the study, released late last month, named strong social network reach and the rise of relevant content as two major aspects affecting search rankings. Google leads the way in search marketing So, what about people who do acknowledge the importance of SEO in marketing? Moz recently asked more than 3,600 search marketers about the tools and services they find most useful while navigating the online search marketing industry. With regard to SEO tools in particular, Google Webmaster Tools - now known as Google Search Console - emerged as the most favored, with 87 percent of respondents stating that they used it. Other popular options included Google Keyword Planner, Open Site Explorer, Moz Pro and Screaming Frog. How much of your marketing budget goes toward SEO? Has it been hard to get marketing decision-makers on board?