More and more money is being spent on search engine optimisation (SEO) and marketing as companies begin to recognise its importance, according to experts.

Travel industry website e-Travel Blackboard states that although compound growth in the industry may be slowing, the need for companies to spend on SEO was being increasingly emphasised.

Reporting on the EyeforTravel sales and marketing conference this week in Sydney, the website drew on the words of David May, Jetstar’s general manager for marketing and PR.

Mr May suggested that although internet strategies were important, it was also crucial that an organisation’s online and offline marketing approaches worked together.

This he said was due to the fact that television and print-based marketing were often the initial point of consumer interest from which online search activity stems.

Rand Fishkin, chief executive of SEO company SEOmoz, stated a recent blog that education on search marketing has a very long way to go as web users still lack the ability to properly engage in a marketing campaign.

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