Mediarun Search Marketing News

SEO to become most popular digital marketing channel

May 10th 2010

Search Engine Optimisation News

It is clear that Search engine optimisation (SEO) has become a popular form of digital marketing in its own right.

Just last week, search engine marketing industry expert Genius noted that SEO was becoming a staple for marketing professionals.

And while the firm noted that marketers were not using SEO – or search engine marketing companies – to their full potential, they claimed that firms are slowly cottoning on to the benefits of staying abreast of the latest developments in the field.

This increased interest highlighted by Genius could go some way toward explaining WordStream's claim that SEO will soon be the online marketing channel of choice.

According to the firm's director Tome Demers, the cost-effective and extremely efficient web marketing channel is popular because it has the potential to offer an excellent return-on-investment if it used properly.

"I tend to define SEO as being a combination of content creation, generating citation, technical on-page SEO, and some other marketing disciplines. In that context I think it will be the most cost-efficient and broadly effective form of marketing – digital or otherwise," Mr Demers said.

He added that social networking would also increase in popularity as a means of boosting a firm's search engine ranking.

"Building relationships and building your brand is great for SEO. Really, every form of marketing helps supplement and amplify every other form of marketing when done properly," he concluded.

In the retail sector in particular, SEO appears to be growing in importance both as a supplement to existing digital marketing strategies and as a stand-alone tool for boosting the profile of firms' websites.

According to recent research by Practical eCommerce, 95 per cent of online retailers claimed the search engine optimisation and other forms of search engine marketing were a vital part of their cross-platform multi-media advertising mix.

Meanwhile, some 82.8 per cent of those polled about SEO said their website had been optimised to increase their chances of appearing high up search engine results pages.

That means that just 11.2 per cent of online retailers had not optimised their websites – highlighting the huge importance that a successful SEO strategy plays in boosting sales.

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