An internet marketing expert has looked at some key factors to consider when assessing content quality.

Eric Enge of Search Engine Watch said that on-page search engine optimisation (SEO) can be a useful tool in pushing a site up Google or Yahoo!’s ranking, but it should avoid the practice of artificially levering in keywords.

This approach usually results in articles that "don’t read that well", which is bad for users of the site, while search engines themselves are becoming increasingly adept at sniffing out content that is not natural, he warned.

Elsewhere, marketers might want to develop pages with an eye on conversion by testing various set-ups and picking the one that brings in the most sales.

While this can be "extremely valuable" to a site, Mr Enge noted that conversion optimisation needs to be balanced with SEO because it overlooks the "obvious search engine benefits" of having text on a page.

For example, it is of little benefit to increase conversions by 30 per cent only to see traffic drop by half because crucial content has been removed.

In a post earlier this week on the Yahoo! Search Marketing Blog, Laura Lippay said that before setting out on an internet marketing campaign, companies need to "zero in" on the unmet needs of their target audience.

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