More time should be given to SEO

While many businesses believe the most reliable marketing investment they can make is in pay per click (PPC) advertising, one sector commentator has claimed that search engine optimisation (SEO) is usually more successful.

Speaking to BtoB, Chris Baggott, chief executive officer and co-founder of Compendium Blogware, said independent studies had shown that the majority of clicks logged on search engines came as a result of SEO, rather than sponsored search.

"Typically, a SEO effort will bring in good results for a much smaller number of keywords than might be targeted with PPC. This creates a big gap but represents a big opportunity for smart marketers," he added.

Mr Baggott noted that corporate blogs were a useful tool for marketing as the majority of users who read such content come across them through searches.

He advised businesses using blogs to include their relevant keywords in the title as this was how the search engines predicted what the rest of the content was about.

And he recommended businesses get their employees involved in blogging as well.

Writing on the online pages of SEOmoz, Jane Copland recently stated that hosting or producing a blog on a website is the catalyst for being recognised, respected and offered business.

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