Education on search marketing has a very long way to go according to an expert.
Rand Fishkin, chief executive of search engine optimisation (SEO) company SEOmoz, states in his latest blog that over a decade of search marketing education has done little to give web users the ability to properly engage in a marketing campaign.
He suggests that some search engine optimisation providers misinform their customers about the process and effectiveness of search marketing.
He asks "After ten years of attempting to educate the outside world, is it time to give up the game and just accept the fact that SEO will always have negative, inaccurate associations and a shroud of mystery?
"Or… are there new approaches that could be taken to better inform a clearly curious and often desperate public?".
JupiterResearch revealed last month that it estimated online marketing expenditure could grow by more than 75 per cent within five years.
The report estimated static image and text ads will be the most used display format this year, accounting for two-thirds of display revenue.