Search engine optimisation (SEO) remains an effective online marketing tool, it has been suggested.

Thursday, 23 October 2008

Writing for Search Engine Land, managing director of Francis SEO Galen De Young noted that the current economic climate makes such cost-effective strategies particularly appealing.

And he explained that the needs of customers should be monitored, as these can change over time.

According to Mr De Young, prospects' concerns can be influenced by the economy and as such the keywords used can differ.

"If your site and the pages on it have historically responded well to desired search terms, you should be tweaking your site to speak to the changing market," he said.

In addition, certain products and services can become more relevant, meaning previously sidelined pages may be expanded.

A recent poll by Online Marketing Blog found that SEO is the tactic 36 per cent of marketers intend to emphasise most over the next six months.