Web developers can make a number of small changes to their websites to increase traffic before embarking on a search engine optimising campaign, according to an industry specialist.

SEO expert Scott Gledhill told IT news and resources website builder.au that there are a number of areas where a few easy considerations can make a difference.

The website states that SEO "is not an exact science" and page ranking algorithms can be difficult for many to understand. However, Mr Gledhill states the importance of valid XHTML and HTML in ensuring search engines pick up web content.

He advises that accessibility and strong title element and description metadata are also often overlooked and can "make a huge difference with search engines".

Checking that URLs are valid and well managed is essential and that creating quality links can be vital "when done logically and contextually."

He concludes: "Many companies will also take this one step further and call on companies to trade links and take on RSS content from your website. This is usually more involved with the marketing aspects of SEO, but is highly effective."

Scott Gledhill is a consultant in SEO as well as a web designer and frequently blogs on subjects such as web standards, accessibility and SEO on his own site

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