Search marketing 'weathered recession well'

11:57 7th June 2010

Search weathered the effects of the economic downturn relatively well compared with other forms of digital and online marketing, it has been claimed.

UK firms have increased investment in paid search and search engine optimisation (SEO) as online marketing tools this year as the economy has begun to emerge from the recession, according to new research from Econsultancy and Guava.

Stefan Tornquist, research director at digital marketing and e-commerce community Econsultancy, said that most online marketing channels "dropped more than search during the economic downturn".

Projected growth for search in 2010 "must be higher", he said, as search "represents nearly half of all online spending".

During this year, the search industry in the UK, as well as other established European markets such as those in Germany and France, are expected to expand at "approximately the same rate as North America", Mr Tornquist added.

A recent report published by the Search Engine Marketing Professional Organisation revealed that there are predictions the North American search engine marketing industry will grow 14 per cent by the end of 2010.

This means the online marketing tool will increase in revenue from $14.6 billion (£10 billion) to $16.6 billion by December this year.

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