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Keywords and quality content essential for SEO
Quality content including keywords is a great way for smaller businesses to optimise their websites' presence in search engines.
The Internet Advertising Bureau's programmes manager, Jack Wallington, said that it was often expensive to bid on paid search keywords in competitive sectors, but that using relevant keywords in content including headings and domain names is a way forward. Having frequently updated Blog or news content is also very advisable.
"The best advice is to follow 'best practice' at every step of the way," he claimed.
"Search engines are built to recognise quality… so, ensure copy is written by an expert in the topic to make the content the best it can be."
"Using the copy, decide what people would search for to find that web page then make sure it is highlighted in page headings, links and throughout copy."
However, he did warn people not to go overboard, because the quality is "always more important".
Mr Wallington also said it is "definitely advisable" for small firms to get professional help when developing Search Engine Optimisation (SEO).
"The danger with optimisation - as with many areas of online - is that there is a lot of free advice available on the internet and it is not always possible to know what is correct and what isn't," he said.
"A quick meeting with a professional company with experience working on different campaigns will always benefit an SME, particularly because Search Engine Marketing changes constantly and continues to increase in competitiveness."
Search Marketing news posted on 18 October 2007
