Search engine optimisation is likely to be more cost effective than placing paid search ads, according to new research from eMarketer.

It discovered that consumers prefer organic listings to paid listings as they find them to be more relevant.

They are therefore more likely to click on organic search results before they click on ads placed on search engines, the research company found.

David Hallerman, senior analyst at eMarketer, said search engine optimisation delivers long-term results that support search marketing campaigns.

And while SEO strategies may take time to develop, effective use of the marketing method will help companies achieve a strong return on their investment.

"Marketers who do SEO within their companies likely choose that option to keep costs down," said Mr Hallerman.

eMarketer’s research shows that by 2013, spending on search marketing in the US is likely to total $23,380 (£16,642).

Recent research from comScore revealed that 63 per cent of all searches carried out in the US are done so using Google.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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