Forrester's Western European Search Engine Marketing Forecast 2011 to 2016 is now out and one thing's clear, paid search spend will grow at a slower rate than historical averages as mobile and social become increasingly important to aid multi-channel "discovery."

It's not so much a case of paid search being less relevant, but that search and the process of "getting found" across channels has become more diverse with the advent of social media, growth in mobile search, and shifting budgets to SEO in response to rising cost-per-click (CPC) rates in mature European markets. ...