Many firms are yet to fully harness the power of search as a channel for reaching their potential customers, but according to one expert, there is help available to cut through the "black magic" of topping results pages.

Writing on the Yahoo! Search Marketing Blog, Laura Lippay said the value of search engine optimisation (SEO) should not be ignored, as 85 per cent of web users click on organically-generated links.

She pointed to a case highlighted by author Vanessa Fox in Marketing in the Age of Google that demonstrates the value of naturally strong rankings.

The world’s fifth largest carmaker, Hyundai, spent $13.5 million (£9.2 million) on sponsoring the 2009 pre-game Super Bowl show and airing ads for the Hyundai Genesis Coupe that included a URL – edityourown.com.

Out of habit, however, viewers tended to search for what they saw in the ad, but they could not find organic links.

According to Ms Fox, "many people likely gave up and simply went back to watching the game after their failed attempt to find the site".

Using SEO services could have boosted this campaign by providing optimised content that ensured the Hyundai site was among the top search results, Ms Lippay noted.

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