A search marketing expert specialising in search engine optimisation and internet advertising has outlined the successes she has experienced as the head of an internet marketing company.

According to Lisa Forster, director of an SEO firm, there have been a number of highs and lows in the sector over the years and in an interview for north-east newspaper the Journal she has outlined a few of these, as well as offering advice on the search marketing sector.

She states that winning the award for the UK’s Best Hosting Company in the 2007/08 FRESH Awards was one of her most memorable achievements as it took place in what was her first trading year, but added that prior to this gaining the confidence of businesses in the benefits of SEO was a big challenge.

Ms Forster notes that the SEO sector has become very competitive and adds that firms have had to develop a very sales-driven approach. She added if this is not handled correctly, it can hinder rather than help.

However, she notes that by conducting a thorough search marketing or SEO campaign, clients often see first page listings in top search engines such as Google and that this level of potential presence is often enough to convince clients who may be unsure about the value of such a service.

She concludes that the sector has changed over recent years and that this has caused her to push down the cost of web support services such as domain name and email account hosting, but that the market has allowed for SEO work to be pushed up. This, she concludes, is due to the level of results that the service can offer businesses and the speed at which these results can be achieved and displayed.

Earlier this week, an article for e-consultancy suggested there were a number of benefits to search marketing that went above improving search results and that many companies may not be aware of such campaigns’ abilities in dealing with bad PR.

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