Having a content management system that is search engine friendly does not guarantee that it is honed for search engine optimisation, one expert has claimed.

Stephen Spencer, founder and president of Netconcepts, writes on Search Engine Land that simple URLs, internal linking structures and relative independence from JavaScript actions needed to access content might make a site more search engine friendly.

However, the pages will not make headway in the rankings until relevant keywords are included in those URLs, he argues.

For a website to be both search engine friendly and search engine optimised, both requirements must be addressed at the formative stages of design.

"Search engine optimisation doesn’t happen automagically; it requires real effort to extract top rankings from your chosen search engine friendly platform," said Mr Spencer.

"If you’ve chosen the right platform […] your optimisation job will be a lot easier."

Last month, E-consultancy’s revealed that for 40 per cent of enterprises, search engine optimisation has brought a return of 500 per cent or more.

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