SEO campaign 'should be varied'

22nd January 2008

A good search engine optimisation (SEO) campaign will use a variety of strategies, it has been reported.

According to Neil Salerno, a hotel marketer, a popular website will make use of the pay-per-click or paid advertising options, organic SEO and search engines.

Mr Salerno made his comments to Hospitality Net magazine, claiming that multiple links are rendered useless by search engines and that links must be relevant and quality.

"Your website's marketing strategy should include search engine optimisation, a well-conceived link strategy, and understanding that your SEO partner should correct any technical issues that may keep search engines from fully crawling and indexing your site," he recommended.

However, the marketing expert warned that bad SEO can result in an unsuccessful website and a waste of money.

Search engine technology has developed considerably over the years, he continued, advising that an SEO expert is the best option for firms wanting to improve their online business.

A report by Ofcom found that UK advertisers are spending more money per person on internet advertising than any of their European counterparts.