Marketers should be conscious of the full benefits of search engine optimisation (SEO), new research has indicated.

As a study by Neutralize and E-consultancy reveals that some 62 per cent of firms will increase their spending on SEO over the next year, advertisers are being advised to take a "strong focus" to the sector, which incorporates paid search marketing.

However, research by Tamar has indicated that nine out of ten British internet users actually prefer natural search results.

Despite this, Linus Gregoriadis, head of research for E-consultancy, reported that it is "still possible to underestimate the vital role of natural search visibility in the online marketing mix".

Some 45 per cent of firms claimed that SEO was more important than pay-per-click in terms of increasing brand awareness, with 39 per cent reporting paid search and SEO are of equal importance.

Mr Gregoriadis claimed that "an integrated approach" could be most beneficial for those firms wishing to increase both their online revenue and brand awareness.

Meanwhile, Brandon Cornett wrote on Internet Search Engine Database that utilising SEO alongside other internet marketing techniques can help increase search engine rankings.