Content is king in search optimisation, but companies often struggle to find the time or resources to continually produce new output.
Ian Laurie told Search Engine Land that while online marketing services can build links and optimise pages, a "stagnant" website will still fall behind its competitors.
However, it is not necessarily a case of "produce content or die", as there are a number of areas where material can be recycled to provide useful, relevant updates that will boost a portal’s profile, he said.
For example, most companies will already have past Powerpoint presentations, corporate reviews and annual reports that with some careful tinkering could be turned into video presentations and insights into how the firm works.
"You’ll have a more compelling website and save yourself time to boot," Mr Laurie said.
In addition, internal procedures in areas like quality control and the dos and don’ts of working with clients can be rewritten for website users to provide valuable content that will help to strengthen a firm’s reputation by demonstrating "thought leadership" while also encouraging linking.
Earlier this week, Kelly Gillease wrote on Search Engine Land that "recycling" by integrating paid keywords into search engine optimisation strategies can be a "key strategy" for marketing success.
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