Organic and paid search often require very different skill sets and approaches, but with a mixture of the two, firms can develop a successful marketing blend, according to one expert.
Kevin Gibbons of Search Engine Watch said that a search engine optimisation (SEO) expert will generally take a more "holistic approach" to developing a website than a pay per click marketing whizz.
They will produce content such as blogs, social media material and landing pages all aimed at supporting the long-term evolution of a site.
PPC marketing specialists tend to be more analytical, poring over search term data to find the keywords that will wring extra returns out of a budget. They also "love the thrill of a risk that pays off".
Successful online marketing will often depend on getting a blend of these approaches from people who are strong in particular areas, rather than being "merely acceptable" across the skills sets, Mr Gibbons noted.
According to recent figures from Econsultancy and ExactTarget, spending on digital marketing is set to increase by 17 per cent in 2010.
News brought to you by ClickThrough – a provider of SEO Services & Pay Per Click strategies.