Spun Digital - Finding customers online

All firms should put search engine optimisation (SEO) to use as it is not as competitive as they may think, one expert has stated.

Most people know SEO is an effective way of marketing online but some still wrongly think it is a difficult task, says Kevin Gibbons in his blog for Econsultancy.

"Thanks to tactics such as localised search and carefully targeting keywords and phrases that are really specific to your organisation, optimisation can be effective for any company," he points out.

Any company using SEO should put to use the search engine tools that analyse search terms when determining their strategy.

Mr Gibbons urges firms to spend their online marketing budget on the area that works best for them, but warns that they must first ensure their website is up to the job and does not deter potential customers.

Marketers must also ensure they tailor their communications and campaigns to their intended audience, eMarketer senior analyst David Hallerman said recently.

Online consumers will not necessarily respond to the same advertisements in the same way they would after seeing them on television, he pointed out.