SEO is 'the best way to get conversions'

15:00 3rd June 2009

Search engine optimisation (SEO) is one of the most effective ways in online marketing to get conversions, a recent study has concluded.

According to research from Forbes.com, this form of marketing, along with pay-per-click search and email tactics are the best.

The Ad Effectiveness Survey also concluded that the weakest methods were advertising networks and video ads.

Some 82 per cent of marketers revealed that they are using conversions or sales data, while 55 per cent use registrations.

More than half said that they utilised impressions and click-throughs in their online marketing strategies.

Jim Spanfeller, Forbes president and chief executive officer, commented: "Ad network spending is all about demand fulfilment while direct-to-publisher display is much aligned with the traditional advertising goals of demand creation."

He added that the need to build a relationship with customers could see more turning to contextual ads that fit in with the advertisers message and brand media.

This comes after Yahoo! released its new Smart Ads programme which examines the behaviour of each search engine user and delivers ads tailored to their tastes.