According to David Hallerman, senior analyst at eMarketer, SEO is the "best customer acquisition tool in the online space".
He explained that SEO can improve organic search listings, which consumers actually prefer over paid search advertising.
"Furthermore, optimisation works across all search engines and an optimised site does not drop off the first results page even when marketer spending slows or stops – as it can with paid search," he added.
However, he pointed out that it may take some time before the full advantages of SEO are realised, as developing a successful SEO strategy is an ongoing process.
Patricio Robles from Econsultancy said in a blog post recently that website security should be an important consideration for SEO.
Indeed, he explained that if websites are hacked into by cyber criminals, the consequences in terms of search engine rankings can be extremely serious.