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Anyone who works in search marketing will tell you that UK companies spend a vast amount of money on pay per click (PPC) every year due to the clearly measurable ROI and market coverage.

However, according to e-consultancy spending on search engine optimisation (SEO) will surpass paid search this year in the UK. Although SEO and PPC are set to grow by more than 50%, it seems that people are concerned with click fraud and keyword inflation. As a result this is driving more people toward organic search according to e-consultancy's 'Search Engine Marketing - A Buyer's Guide' report.

Although SEO is more complex and tends to cost more up front than paid search, it nearly always proves more cost-effective in the long term. This once again reminds us of the importance of targeting both PPC and SEO in our online marketing strategy and not putting all our eggs in one basket.

About the author

Sam is an online marketing executive. He brings over 5 years online marketing experience to Coast Digital, having joined us in summer 2007. Sam specialises in pay per click (PPC), search engine optimisation (SEO) and affiliate marketing.

Some of Sam’s current clients include CompareandSave.com, NetBenefit, EWA Ltd, Growell, Technology In The Home and Academy Class.

Sam creates PPC accounts for his clients using best practice methods whilst working to an agreed CPA and target ROI. As for SEO, he uses ethical techniques to increase natural traffic and push his clients to the top of the search engine results.

In December 2009 Sam passed Google's new AdWords Foundation and Advanced exams which attests his thorough understanding of the AdWords platform. Sam is a Microsoft Certified Professional and a Microsoft Certified Desktop Support Technician.