IAB calls for more education on SEO

15:00 2nd July 2010

Businesses may need to receive more education about the advantages of search engine optimisation (SEO) strategies, experts have stated.

According to a poll by the Internet Advertising Bureau (IAB), about three-quarters of businesses do understand SEO and pay-per-click marketing.

However, relatively few companies were said to know about newer alternatives such as mobile and search retargeting, social search and universal search.

The IAB said this shows there is a need for businesses to receive more education about various types of search engine marketing.

Jack Wallington, spokesman for the body, said: "Brands understand the fundamentals of search, but a chasm of advanced knowledge has emerged."

He attributed this to various factors, including changes in consumer search behaviour, increased economic pressures and advances in technology.

Mr Wallington added that the search marketing industry was worth more than £2 billion last year but is now in a "state of transition".

The IAB research also showed that more than half of marketers expect the amount of money they spend on SEO to rise over the next year.

However, almost three-quarters admitted that they may not be able to implement as much search activity as they would like because of a lack of funds.

This comes after the UK Online Measurement Company revealed that a growing number of over-50s in Britain are now using the internet.