Search engine optimisation (SEO) will eventually become the dominant marketing channel both online and offline, an expert has said.

Tom Demers, director of marketing at search engine marketing software company WordStream, explained that in the foreseeable future, SEO will become the most cost-efficient and broadly effective form of marketing – digital or otherwise.

He pointed out that social networking platforms will also have a significant role to play in SEO because building relationships and improving brand image will be a great way to achieve good search rankings.

“Every form of marketing helps supplement and amplify every other form of marketing when done properly,” Demers said.

A poll conducted by WordStream earlier this month found that more than one in three search engine marketers believe link building is one of the most difficult and challenging aspects of SEO.

In addition, just under a third of respondents (32 per cent) said they struggle with researching keywords.