Client's still don't quiet seem to grasp the concept that SEO should be part of their overall marketing mix. Each strategy complements each other and no one form of marketing needs to stand alone. When you're looking to reach a youth audience, you might target some street press media, followed with radio ads targeting younger listeners. If you're looking to attract people to use public transport you might use a billboard in built up traffic areas in peak time, tailored with radio ads in peak hour traffic.

Search Engine Optimisation is also an essential part of the internet marketing mix. There is over 655 million people online and over 85% of these people are using search engines on a daily basis, the amount of search engine traffic is staggering. The majority of Internet users will access a site through a search engine, even if they know a web address.

 How a website appears on search engines is an essential part of any marketing campaign. To reach these customers you need to position yourself on those same search engines that are used by potential customers. Search engine Optimisation increases the traffic to websites, increasing sales and dramatically increasing ROI on Internet marketing investment. 

Marketing professionals should be looking into advertising campaigns http://www.vertical-leap.com.au/seo-agents-partners.asp with the target audience in mind. If they are using search engines, which more than the majority of people are, then this is where they should look to target them. Include SEO in the overall marketing strategy.