The success of online marketing campaigns could depend on the achievement of search engine optimisation (SEO) techniques.
According to industry SEO experts, the search marketing domain is set to undertake a huge evolution this year with the emergence of an alliance between search engines Bing and Yahoo!.
And with Google introducing new initiatives to preserve its dominant market position, it seems likely that SEO will come to the forefront.
In an article for Destination CRM, the experts suggested that the dominance of a handful of search engines meant SEO efforts had to be devised to capitalise on the mainly popular search sites.
And social media will carry on to demonstrate its significance to marketing campaigns, the pair added, with the ever-growing Facebook set to play a bigger role in brands’ strategies