Relevant content improves search engine marketing

Keeping content relevant is one of the main ways firms can improve their search engine marketing, an expert has suggested.

Hitesh N Rattan, of Promotion World, said marketers should ensure that they keep the most pertinent information near the top of the page rather than lower down and maintain unique titles for every page in order to improve rankings.

He also highlighted the importance of conducting thorough research of potential keywords by employing tools and programmes such as Word Tracker, as well as using unique descriptions for each page.

“Your description Meta tag should describe your page in one or two sentences and of course include your keywords,” Mr Rattan wrote.

“Like the title, your description also appears on the search engine results pages and as searchers often click links after reading the description, [yours] should obviously be as compelling as possible.”

According to a survey by Jupiter Research, many advertisers believe that search engine optimisation is more important than paid search.