Appearing at the top of search engine results pages (Serps) should not be the "be-all and end-all" of search engine optimisation, it has been claimed.
Writing on the PC Pro blog, Tom Arah said the guiding principle of effective search engine marketing should be achieving a click through from the end user.
The best way to land a click through is to put the "best case forward" for users to visit the site.
Mr Arah added that while keywords are crucial to search engine optimisation, sites should avoid "packing" their pages with keywords and should instead focus on selecting the words users are most likely to be searching for.
In order to maximise traffic, sites can also include "attractive selling points" – such as free delivery – or "a hint of humour to indicate that the page was created by a real human being".
"Ultimately you’re not producing your site for yourself, or for Google, but for the end user," Mr Arah wrote.
Garrett Pierson recently wrote on Search Engine Journal that researching keywords is "vital" to successful search engine marketing.
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