The website of UK newspaper the Telegraph has recorded increased website traffic that it attributes to a new search engine optimisation (SEO) drive.

In July the website logged 8,992,526 unique users which is an increase of 27.49 per cent on the previous month which, according to one source, is down to an increased emphasis in online marketing.

The Telegraph’s digital editor, Edward Roussel, said that the recent spike in traffic figures reflected current efforts to use more targeted writing that acknowledged search engine behaviour patterns.

"SEO is mostly about applying common sense. Names make news, so it is about using the names of those people, the company or the brand in prominent ways to make the content far more visible," he said.

He added that currently journalists were being retrained in how to write web content and that the newspaper would be doing more to market their online service.

Research published earlier this month suggested that SEO is as healthy and industry as ever with strong potential for future growth.

Search marketing information, training and events website e-consultancy, projected that UK spending for SEO will increase by 58 per cent this year to £2.22 billion.

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