SEO ’should be long-term’
Search engine optimisation (SEO) can provide excellent returns on investment, but only if the campaign is allowed to mature, it has been suggested.
While marketers may want to see instant results from their decision to make use of SEO, this is unlikely to be the case, said Steve Haar, senior director of media at Leapfrog Online.
However, writing for Search Engine Watch, he urged that website owners remain patient and invest both time and money to see good results.
"SEO can take time to generate results depending on your starting point," he said.
"You may not see your sales (or other target metric) increase right away."
A minimum six months to a year should be spent establishing the viability of the campaign for the longer term, Mr Haar added.
"Nothing is free, especially clicks. Enter into SEO knowing that there is a cost," he explained.
"Like everything else, tie the increases in target metrics to the cost of the SEO activity. This gives you a view into SEO ROI."
