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BizReport : Search Marketing : April 27, 2009

Econsultancy: Marketers continue to invest in SEO

According to a report published earlier this month by Guava and Econsultancy, companies are continuing to invest in search engine optimization with over half expecting an increase in their budgets this year.

by Helen Leggatt

econsultancy logo.jpgThe UK Search Engine Marketing Benchmark Report 2009 found that 55% of the 800 responding companies plan to increase SEO budgets this year, and 45% plan to increase spending on paid search, as they try to increase ROI in today's tough economic climate.

"This research provides more proof that companies are turning to digital channels such as paid search and search engine optimization where there is a demonstrable return on investment," said Linus Gregoriadis, research director for Econsultancy.

"Crucially, companies are also getting better at measuring their returns from this channel which, in turn, is leading to more investment."

The study also highlighted that around half (48%) of the companies surveyed reported better results on organic optimization campaigns during 2008, with just 6% reporting a decrease in effectiveness.

Meanwhile, 43% claimed to have had more success and better ROI from paid search campaigns and just 15% reported declines in ROI.

Another recent study, this time from the European Interactive Advertising Association (EIAA), found that some 70% of European advertisers have increased the amount allocated to online advertising for the coming year, cannibalizing traditional media budgets.

Tags: budgets, Econsultancy, EIAA, organic search, paid search, search engine optimization, SEO

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