A growing number of companies are using search engine optimization (SEO) to increase their online visibility but some do it better than others and according to one expert it’s not a coincidence that healthy companies tend to have better SEO.

Writing for MediaPost’s SearchInsider column, Gord Hotchkiss, president of search engine marketing company Enquiro, says that there are a number of reasons why these companies tend to do search engine optimization (SEO) better than their counterparts including having executives who "get it" and having healthy communication channels within the firm.

Hotchkiss also notes that companies that succeed in search engine optimization (SEO) tend to be those that are conscious of their role in the business world and constantly try to improve themselves.

"I’m guessing that if you asked any SEO consultant in the world, they’ll tell you their favorite clients are the ones that are the easiest to work with: clients who listen, are proactive and for whom continual improvement is a religion," he said. "Based on what I’ve seen in the past decade, this attitude extends beyond the SEO team (indeed, it has to) and permeates the entire culture."

Search engine optimization (SEO) and the total search engine marketing (SEM) industry is expected to continue its increase in the foreseeable future. According to a report this month from Forrester, $15.3 billion will be spent on SEM by the end of this year – a number that will more than double by 2014.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.