SEO should not be forgotten

There are numerous factors that make up search as a strategy, according to one commentator, including pay per click (PPC), local search, feeds and search engine optimisation (SEO).

However, in a post for Search Engine Watch, Joshua Palau explains that SEO is the one tactic which requires businesses and web users to make actual changes to a site, but that often its importance as a marketing strategy is not recognised.

As a result, the task of SEO is frequently passed on to the IT department.

"Once you recognise that organic listings can be used just as effectively - albeit at smaller volumes - as PPC, you'll understand the world of SEO marketing," he says.

Factors involved in capturing traffic through SEO are keywords, content, technical implementation and link development, Mr Palau adds.

Performing keyword research can also result in unique opportunities to locate gaps in content and metadata, he notes.

In an earlier post, Mr Palau explains that while best practices inform users that a product is available, it is SEO which goes further in promoting it and allowing consumers to find the product.

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