'Discard hype' in search for SEO

Companies seeking effective search engine optimisation (SEO) should discard providers' "hype" and instead request client references, an expert has commented.

William Flaiz, vice president of SEO and web analytics at Avenue A Razorfish, told Search Engine Watch that marketers should ignore "agency snake oil" and examine the provider's credibility by looking at their other clients' experiences.

"Picking the right SEO is so important. A solid agency will sow the seeds of continued organic growth through efficient, credible tactics," he said.

However, Mr Flaiz warned that quality organic SEO could take time to implement and required patience, but that it lasted longer than paid-for strategies, which cease to be effective as soon as the contract ends.

Google also suggests marketers examine client references when looking for a SEO provider.

It warns that no company can guarantee a number-one ranking and urges potential clients to be sceptical of firms which suggest they can.