Businesses looking to take advantage of the benefits of search engine optimisation (SEO) are failing to take control of their online campaigns, according to one expert.
Search marketing expert and blogger for WebProNews blog Mike Moran said that companies looking to attain the best search rankings are involving too many people in the SEO process.
This, he suggests, leads to people who operate smaller websites having difficulty attracting links and that these sites end up "flailing about in search marketing hell", epiphanysolutions.co.uk reports.
He cites a recent increase in search traffic of 25 per cent in visitors to an IBM website that could not have been achieved without the centralising of the related SEO campaign.
"That requires not just search marketing smarts, but also skills in corporate governance and organisational behaviour," he said.