By targeting keyword-heavy content online marketers are addressing the most vital part of any search marketing campaign, one expert has noted.

According to Scott Huegerich, distribution expert for PR Newswire, by ensuring that web content is rich in keywords, retailers looking to boost their internet advertising campaigns address the most vital element of with search engine optimisation (SEO).

Mr Huegerich told web-based news agency that such keywords need to be chosen very carefully as these can be pivotal to the success on any online marketing drive.

"If you target keywords that are highly sought-after, it may take years of effort and untold amounts of money to get near the first page of results," he added.

He added that marketing messages are often wasted due to poor keyword placement and smaller businesses in particular should pay careful attention to this.

The first wave of primary ranking systems used by search engines was keyword meta tags, however these were revised around 1998 due to a large volume of spam hitting the internet, according to Search Engine Watch.

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