Writing for the weblog ReadWriteWeb, Jason Rothbart from social software provider GroupSwim said getting the basics right is the key to effective SEO.
He likened the task facing SEO teams to the process involved in cooking and in following a recipe from a cookbook.
Keywords are the most important ingredients, he said. Companies should decide on a manageable number that they can "weave" into the content of their website.
"You need to think of words that people would potentially use to search for what you’re offering, similar to the process you go through when starting an AdWords campaign," he explained.
And he urged firms to pay attention to page titles, links to other pages and meta description tags, using keywords as often as possible to help search engines pick up the website.
Meanwhile, Joel Comm, an author and teacher, told Success Magazine recently that companies should keep their SEO strategies simple in order to achieve success.