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Many companies believe they have maxed out pay per click search as a primary lead generation tool.  Moreover, in the past few years, as companies have fought for market share, some pay per click categories have become overpriced.  So, it’s not surprising that pay per click spending in the United States was down 21% in the second quarter of this year compared to last year in the same quarter.

More and more, companies are turning to search engine optimization to increase their market share.  According to a survey by eMarketer, 55% of companies will increase their budgets for SEO this year.  This is the greatest increase in any marketing channel.

SEO expenditures are anticipated to reach $3.9 billion by 2014. Total search engine marketing expenditures are anticipated to reach $23 billion by the same year.