Differentiators 'crucial to SEO'

22nd February 2008

As more companies pursue organic search engine optimisation (SEO), differentiators are becoming more important, a new report claims.

According to PromotionWorld, when numerous industry players are using the same keywords and phrases to attract users to their sites it is important for enterprises to define what makes them stand out from the rest of the market.

Expertise in a certain area should be turned into a keyword that stands out for searchers and results in high conversions, it is advised.

For example, an email marketing company might be working with an SEO company on the phrase "email marketing".

However, it could be more effective to work with key phrases such as "business to business email marketing" or "web-based email marketing", to ensure that customers who reach the site through Google are looking for the specific services it provides.

Meanwhile, E-consultancy has this week noted that firms using news to maximise SEO should ensure the content is good quality.