The global economic downturn of the past couple of years has put added pressure on companies’ resources, but according to one analyst, that does not mean they should "throw in the towel" on working to boost their online profile.

Indeed, Josh McCoy of Search Engine Watch said, fine-tuning a website for search engine marketing can be beneficial during lean times as it helps to increase customer interaction and revenues.

Reviewing a site as a consumer can be one of the best ways to find areas for improvement, he noted.

With internal links, for example, anchor text in the homepage copy should match the "keyword theme" of the destination.

Copy should be relevant to both consumers’ interests and keyword phrases in order to "educate users, as well as the search engines, about what your site is all about".

Adding alternative tags to a site’s pictures can help pages to pop up in image searches, while some keyword research should help to create accurate, compelling descriptions for title tags.

Rob Jones of Search Engine Watch recently said that images should also be surrounded by highly-relevant content to boost their search profiles.

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