According to PricewaterhouseCoopers (using data from the Advertising Association) spending on Search by UK businesses is set to rise by 30% this year- that's compared with the 20% predicted for the whole internet advertising sector.

It is unclear whether this covers paid search alone, organic/SEO, banner ads, affiliates etc. or a blended approach- although the fact that they compare "Search" to "internet advertising" suggests that they're referring to SEO.

I think PwC must have been scrutinising the Advertising Association’s Advertising Statistics Yearbook 2008, but can't find any definite evidence. Whatever their source data PwC have hit upon a stat that reflects the tangible value of SEO- it is completely measurable.

By using a marketing medium that has a clear return on investment there is nowhere for poor results to hide. Therefore you get what you pay for- no ambiguity.

The key statement is "The search segment benefits from its ability to demonstrate clear return on investment, which will be an increasingly important feature in a downturn and therefore we expect to see growth above the online market average."

Another stat given by the Advertising Association is that the fastest growing advertising medium in 2007 was the internet, increasing 39.5% compared with 2006.

Whether it's PPC or SEO, it is clear that businesses benefit, and that can only be a good thing.