Search engine optimisation offers 'high-quality leads'

14:00 29th January 2010

Search engine optimisation offer business-to-business products a higher return than other digital marketing techniques such as paid search, a report has found.

Research by Marketing Sherpa found 24 per cent of leads from search engine optimisation were high quantity. A further 13 per cent offered high quality and high quantity.

The results for search engine optimisation compare favourably with other digital marketing techniques.

Almost a fifth of leads from paid search on Google led to low quantity and low quality leads, the report found.

Sam Tilston, online marketing director and search engine optimisation expert for Jersey-based internet mail order company Zoombits.co.uk, said that internet users trusted the natural search listings more than the paid search entries on Google.

Digital marketers can exploit this by using tailored search engine optimisation to ensure their websites appear highly on search engine results pages.

He said: "Search engine optimisers can further capitalise on this by optimising for long tail keywords. For example, 'buy blue candle' will yield a very targeted and high quality lead rather than optimising for just the term 'candle'."

If a web page has a keyword density of between one and three per cent the Google robot can define the content's topic, he added.