This is according to a recent survey by Practical eCommerce, which also found that almost two-thirds of online retailers thought at least half of their web traffic could be accounted for by SEO.
A total of 117 organisations were polled in the study, with the majority indicating that white hat SEO tactics such as internal linking and keyword-rich website content are the most effective.
However, seven in ten said that paid-for links – which are generally seen as unethical – were quite effective, while nearly 54 per cent suggested the same when it came to the practice of keyword stuffing.
In a recent interview with .net magazine, marketing expert Seth Godin suggested that businesses would do well to focus on creating "remarkable" websites to see online success.
He added that black hat SEO is likely to become less productive due to search engines’ increasing ability to identify and delist websites found to be guilty of using unethical strategies.