SEO 'just another marketing technique'

21st December 2007

Search engine optimisation (SEO) relies on the same basic principles as traditional marketing, it has been claimed.

In his Search Engine Watch blog, William Flaiz, vice president of SEO and web analytics at Avenue A Razorfish, explained that although it may seem more technical, SEO is just another form of marketing.

He advised businesses to think of keywords as terms that their customers may use every day. Looking at keywords used in competitors' sites can be useful, he added.

Mr Flaiz said: "When considering SEO, new clients often wonder, 'What percentage of new sales can I expect from increased search results?'

"Predicting new optimisation revenue is not an exact science and therein lies the problem," he added.

For instant improvements in web traffic, paid search is the most effective short-term technique, continued the expert, adding that SEO redesign will improve long-term traffic.

Steve Haar, senior director of media at Leapfrog Online, recently reported that companies are not treating SEO as a long-term strategy and are therefore not benefiting from it.