When used in conjunction with other forms of internet advertising, search engine optimisation (SEO) can help companies increase website traffic which consequently could drive sales, it has been suggested.

Writing on Internet Search Engine Database, Brandon Cornett suggested that an SEO programme which is "built around things like networking, link building, blog marketing and content development", can help increase search rankings for relevant keywords.

He added that in addition to improving search results, SEO can help drive users' awareness of a brand and as a result they are more likely to provide links to the company's website and mention it to other people.

However, Mr Cornett warned that although SEO can help guide consumers towards websites, it is not "a sales tool" and companies must still convert "that traffic into business".

"For best results, SEO should be part of a larger marketing mix, because like any other part of your marketing programme it has limitations," he added.

Earlier this week, Andrew Hood, managing director of Lynchpin Analytics, reported on E-Consultancy that the right "mix" of SEO, email advertising and affiliate marketing is crucial in maintaining internet traffic and sales.