Retailers with online shopping sites have been advised that the best way to improve their return on investment (ROI) is to consider a combination of internet marketing strategies.

According to Mediapost, it has been revealed in a new study that by combining brand marketing initiatives with search engine optimisation (SEO) online stores can significantly boost their conversions.

Citing the research from Engine Ready, it is reported that paid and organic SEO has been shown to work hand-in-hand with brand-driven strategies in a way that marketers could find to provide a "lucrative" solution for retailers.

Commenting on the research, Engine Ready’s vice president of marketing Brian Lewis said that a combined approach could also be useful for advertisers on a budget.

"For [these] companies … direct ROI initiatives like search will take precedence. But it’s important to have a holistic strategy that touches on all of the elements," he said.

Last week, the Times reported that SEO was increasingly becoming a tool for charities, protestors and others looking to spread information to spread their message online.

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