Search engine optimisation is a valuable service with proven results which must be differentiated from spam, says an industry commentator.
A marketing expert has discussed the positives of hiring a search engine optimisation (SEO) team to work on developing online presence.
James Fairweather, online marketing executive at Coast Digital, noted on his blog noted that the key to good SEO is quality content combined with effective delivery techniques.
He stated that this makes search marketing a completely different ball game to spam, since the content must be fresh and unique otherwise it will not drive traffic.
Mr Fairweather pointed out that a reputable SEO company will be able to prove what their work has achieved through web analytics statistics, so clients can see what they are paying for.
"Realistically, I could do my own accounting, or write my own will - yet many people will pay an accountant or a solicitor because they will do a better job," he commented.
This week, the marketing manager at Canterbury of New Zealand highlighted SEO as a key feature of the company's online strategy.
30/10/2009
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