Speaking at the recent SEO Forum organised by the Association of Online Publishers, Jean-Laurent Wotton said Google spiders reward suites that have a user-friendly layout.
He advised firms to use all of their website content to drive traffic, using descriptive and accurate title tags that follow on logically from the title of the page.
They should also pay attention to the snippet for their site, which is the description that appears in Google’s search results, as this can prompt users to enter.
Finally, specialised sitemaps should be used to "enhance the web crawl", Mr Wotton added.
In a recent blog post, the chief executive of SEOmoz set out some basic SEO mistakes that are often made by beginners.
Among them were repetitive keyword targeting and keyword stuffing, which he claimed rarely result in effective SEO.