Search engine optimisation (SEO) efforts must form part of a business’s online trading practice, according to one industry information source.

Last Click News has said SEO is crucial to the success of ecommerce, with link building an important cornerstone of such campaigns.

"Unprecedented exposure" can be achieved if companies have intelligent keyword strategies, which may include product names featuring popular keywords.

However, SEO should not be an isolated campaign for those in working in online PR, with the news source highlighting the need for pay per click to be integrated in optimisation efforts.

It is not only ecommerce sites that may benefit from prioritising sophisticated SEO strategies.

A recent TechRadar report pointed out that in July this year, internet users across the world conducted 113 billion searches.

Volumes such as this "speak for themselves", report authors stated, adding that websites that want to rank well should opt for organic SEO as it is regarded as a more reliable measure than other strategies.

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