The online marketing agency Razorfish has revealed in the Digital Outlook Report 2009,that search engine optimization will become an important method of marketing,by even overtaking paid search like PPC. It has been predicted that companies might witness a fall by around 10% compared to the year 2008 in the case of paid search budgets. This is the first year that companies would be witnessing a fall in the area of PPC's. On the other hand ,it would be the year when many companies would shift to SEO for its marketing.

Some factors which is causing this shift could be due to the following:
1.Advertisers,after several years of being grounded in the area of paid search are quite confident now and willing to shift to the unpaid listings of SEO.
2.Due to the lower cost of SEO when compared to PPC, companies will be drawn towards SEO.

A recent report from eMarketer predicted that there will be tremendous growth in the field of search engine optimization (SEO) during the next five years.