SEO 'gives longer-term rewards'

An industry insider has claimed that businesses who want a better return on investment should choose search engine optimisation over paid search.

Using search engine optimisation (SEO) to build up traffic to a website gives a much longer-term reward than paid search campaigns, according to an industry expert.

Sam Tiston, online marketing director of Zoombits.co.uk, claimed that using paid search is similar to "renting the traffic", since companies are paying for all the business they receive.

In comparison, he commented that concentrating on SEO can offer a better return on investment.

Mr Tiston explained: "You're investing up front for a longer term, but after six months or so you're going to have those positions and you're going to get the constant flow of traffic."

He suggested that online retailers will use traffic through the website in order to sell their product and SEO and paid search will be two of the main ways of doing this.

Recently, Econsultancy announced that 45 per cent of companies are planning on increasing their paid search budget in the future.

27/10/2009