Spending on paid search advertising is rising in the UK but is still lagging behind growth in the US.
This is one of the key findings of a report by performance marketing firm Efficient Frontier, which revealed that there has been six per cent growth in the third quarter of 2010 in the UK.
Travel was found to be the best-performing sector after recording a five per cent hike in cost-per-click rates and a rise of 14 per cent on click-through rates.
For those searching for holiday information, Google is still the main port of call, accounting for 74.9 per cent of clicks and 87.7 per cent of spend.
European client services director Jonathan Beeston suggested that 2010 has been a "good year for search" in the UK.
"Looming cuts and sluggish consumer confidence means that we're predicting annual growth of between five and ten percent for the full year," he added.
Earlier this month, clothing retailer Tie Rack reported success after recruiting an SEO agency to improve its website.