SEO ‘combination of art and science’

Getting search engine optimisation (SEO) right requires a combination of art and science, marketers are advised.

There are some basic things that any marketer should do to optimise their results in search engines, explains Jason Rothbart in an article for ReadWriteWeb.

According to the Software-as-a-Service expert, “the trick is to find a good cookbook and a process that is easy to follow”.

He suggests deciding on a manageable number of keywords to weave into the content.

These should be words people would use when searching for something the website offers, Mr Rothbart states, meaning marketers “need to climb into the brain of your customer and understand how he or she might try to find you”.

Website owners should also consider things such as page titles, URLs, keyword density and links, he continues.

Bidding on branded keywords is another option for marketers to consider and is not necessarily expensive, says MarketingSherpa.

Such keywords can provide a good return on investment and drive down competitors’ adverts, it states.