This year, search marketers should focus on the theme of transparency, it has been claimed.

Blake Suggs, account leader at Range Online Media, told Search Engine Watch that there is too much ambiguity over which search advertisements appear when certain phrases appear.

He also claimed that there must be more definitive solutions to click fraud – when software or people click on advertisements solely for the purpose of generating charges without having any interest in the ad target.

Click fraud is an offence in the UK as stated in the Computer Misuse Act 1990.

Mr Suggs suggested that there should be more transparency into what can be done to create more focused marketing campaigns, such as lucidity over available traffic for certain search terms.

"These changes would go a long way in transforming search into a ubiquitous online marketing tool for marketers large and small, regardless of their business model," he stated.