Firms can use search engine optimisation (SEO) within a successful branding strategy, according to an industry expert.
Nick Stamoulis, writing for the SEO Journal, argued that high search listings can help brand a business.
But managed emarketing through SEO cannot generate sales alone, he argued.
Instead, SEO, when managed correctly, should be used to help firms create a positive image for their business - a vital aspect of branding, Mr Stamoulis suggested.
A number one listing for a business through a search engine giant like Google will not make any amount of money, but keywords used in SEO can help a firm to develop its own brand, he continued.
Mr Stamoulis said: "You should deploy every asset and strategy at your disposal - SEO included - to create that image.
"Successful branding, even branding that uses good clean white hat SEO, should lead to closing sales."
According to a recent report by the Internet Advertising Bureau, money spent on online adverts by UK firms in the first six months of 2008 increased by 21 per cent, to a total of £1.68 billion.
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