Businesses should choose 'appropriate keywords'

18:16 4th January 2010

Businesses looking to improve their search engine optimisation (SEO) should choose specific keywords that are relevant to their trade, an expert has said.

Keywords must be selected with great care in order for either natural search or pay per click (PPC) campaigns to succeed, according to site optimisation specialists Pixl8.

Jonathan McLellan, a spokesperson for the company, said that organic and PPC strategies "both involve a similar process of taking a step back, looking at what you do as a company and the keywords that describe what you do, what you specialise in."

He also said companies should think hard about the likely terms potential clients would use to find a business.

He went on to say that a small start-up company, for example, should consider very specific keyword terms because it "would make more sense to target less used phrases related to its speciality."

Separately, internet users do not want to browse several search results pages when using a search engine and expect the top of the list to contain the most relevant search results, according to a report by IAB Europe and InSites Consultancy.

Written by Derek Oldman

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