Keywords 'aren't the most important SEO tool'

22nd September 2008

Companies looking to increase their website's Google ranking should concentrate on relevant content and links, not keywords and meta tags, it has been suggested.

Tom Griffiths wrote for Brand Republic that while the latter two can contribute to search engine optimisation (SEO), they are not the methods that will have the biggest impact.

"Meta tags and keywords are overrated," he remarked. "They are important, but there a bigger, more influential fish to fry."

"Relevant content and links hold much more weight," he added.

These two are key if a business is to improve its website's "crawlability", meaning how easy Google finds looking around the portal.

Search marketing ranked in first position in a new top ten list from the Internet Advertising Bureau, which looked at the best ways in which a firm can use internet marketing to combat current economic pressures.

Optimisation also appeared on the list in fourth place.