SEO 'requires expertise'

31st December 2007

In order to achieve a high search engine ranking, the content writer of a website must have considerable knowledge of search engine optimisation (SEO), it has been claimed.

The American Chronicle reported that SEO can be customised in order to target a variation of searches such as local, image and industry-specific.

It recommended that "heavy keyword stuffing" is not an effective route to a higher Google ranking as search engines will detect the deliberate attempt at SEO.

According to the news provider, successful SEO is developing an understanding of how current and potential customers access information, which sites they visit and where their questions are answered.

The news provider recently warned that SEO is crucial to improving business.

"Just gaining access to them [consumers] by building a website is not enough as you need to promote it in order to bring your site to your customer's attention," it said.