Roadmaps and reporting have been cited as key areas in the development of an in-house search engine marketing team.

Writing for Search Engine Land, Duane Forrester acknowledged that such a task can be "daunting" but suggests that thorough organisation and reporting would allow for a smooth delivery.

Planning the work ahead was highlighted as a crucial element, with Mr Forrester encouraging search professionals to "create a detailed roadmap of all items you’ll need to accomplish to reach your end goal of SEO compliance".

He went onto stress that people across the organisation need to be kept up to date so frequent reporting of results, successes and weaknesses was essential.

Mr Forrester, an in-house SEM with Microsoft, also identified the need to define the workload and returns as well as working to the plan and tracking results as important tasks to get right.

The multimedia company 360Innovate recently cited an SEO study showing that 92.4 per cent of consumers use the internet to research a purchase and 64.9 per cent use a search engine as the first step in the buying process.

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