Online marketers are reconsidering the role of search engine optimization (SEO) in their campaigns, according to Ray Comstock, senior SEO strategist with BusinessOnLine.
In an interview with B2B Online, Comstock said that marketers are shifting from a focus on paid search options back to an emphasis on natural search results. Search engine optimization (SEO) is beginning to be recognized as part of an overall online marketing strategy, not as an end in and of itself, he said.
Comstock also told B2B Online that some companies don’t fully understand the full potential of SEO campaigns: "A lot of people have gone in and done ‘foundational SEO’ to their sites and seen big gains. And they get a big return on their investment and think that’s the end of the campaign. But really, once you set the foundation, there’s the need for continuous optimization through testing and refinement."
Other experts agree, and say that the rules of the search engine optimization (SEO) game continue to change at a rapid pace. Erik Dafforn, writing at online marketing website ClickZ, gives an appreciation of new tools available in Google’s webmaster package, and explains how they can help SEO.
