Search engine optimisation 'part of online marketing puzzle'

14:00 15th January 2010

Online marketing strategists must think about more than search engine optimisation.

That is the opinion of Search Engine Journal's David Snyder, who described search engine optimisation as a building block for online strategists rather than the whole house.

He said paid or organic search could "only be a piece of the online marketing puzzle".

Mr Snyder said despite the naturally evolving nature of the online marketing world, search engine optimisation would still have a future.

He said: "Traditional media is dying quickly and more businesses are turning to the web to make a new revenue stream. Search is the most logical place to begin for these companies."

While search engines exist, money can still be made from search engine optimisation, he added, saying that online marketing must continue to evolve in order to stay relevant.

Mr Snyder also said mobile advertising would continue to grow throughout 2010.

Search Engine Land's Aaron Wall said online marketing strategists should use web analytics to ensure their search engine optimisation plan was working effectively.

Mr Wall advised that using web analytics could help websites to see how they ranked with competitors as well as being useful to track trends and predict performance for the future.