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by Lucy Griffiths on 2nd June 2010
Marketing executives are being told that search engine optimisation is more than just a technical service and can be an integral part of their company’s strategy.
Writing for Search Engine Watch, Kevin Gibbons argued that there are still industry professionals who are not immersed in their firm’s online campaign and he claimed that this way of thinking "will make them commercially defunct" in a few years.
However, he indicated that a successful approach for any organisation in terms of generating revenue via internet marketing is to outline business goals rather than necessarily standing by ones laid out by web analytics packages.
The expert also advised companies to consider bringing in expert analysts, such as that provided by professional SEO services, rather than using a number of tools that they are "not equipped to use".
Mr Gibbons is described as a "highly respected blogger on search engine marketing and social media" and also makes regular contributions to real-time networks like Twitter and Sphinn.