A quality search marketing strategy can "dramatically transform" the profitability of a business and outperforms all other marketing channels in terms of relevancy and economics, it has been claimed.

David Dalka of Search Engine Watch said quality search engine optimisation (SEO) is currently undervalued but nevertheless offers a far superior return on investment compared to other forms of media spending.

When examining SEO, he added, executives should focus not on the cost effectiveness of adopting search engine marketing but its strategic effectiveness and likely long-term impact on profitability.

"Once established, the marginal cost of each visitor from organic search engine traffic is essentially zero," Mr Dalka wrote.

The continued expansion and adoption of SEO services will rely on "strong executive sponsorship", he noted.

Earlier this week, a Forbes poll cited by UTalkMarketing found that 48 per cent of marketers rated SEO as the best method for generating online sales.

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