Odnos na ovom tržištu je ipak bliži razlici od 1:10, u korist PPC-a, štoje npr. slučaj u Engleskoj (prema Forrester UK za 2006. g.):
Valuation summary:
• The UK Paid Search market will grow to Ł1.26 billion, a 67% increase on 2005 when Paid was worth Ł757m.
• Search Engine Optimisation will be worth Ł147 million by the end of 2006, up 50% from Ł98 million in 2005, according to our forecasts.
Trends within this market include:
• Growth in the market for SEO services will continue to accelerate during 2006 as marketers increasingly realise the importance and value of organic listings.
• Marketers are becoming more savvy about Paid Search ROI.
• Search is increasingly being built into overall marketing plans as it becomes more strategic.
• There is increased awareness about the need for ethical SEO.
...
Research by Jupiter Research and iProspect published in April 2006 highlights the growing importance of attaining top natural search results. Search engine users are increasingly likely to change search engines or search terms if they don’t find what they are looking for on the first page (41% in 2006 compared to 28% in 2002).
Additionally, 88% of search engine users will change engines or keyphrases if they don’t find what they are looking for on the first three pages of search results (compared to 78% in 2002).
So, while it is becoming more important to be on the first page of the search engines, it is becoming increasingly difficult to do so, especially for generic keyphrases which are in high demand. Companies are more likely to be “ticking the right boxes” in terms of getting the SEO basics right which means that it will become less easy for smaller companies with limited online and SEO budgets to punch above their weight.
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