Companies looking to enhance their search engine marketing services need to focus on the needs of the user rather than aiming their optimisation at the search engine's algorithms.

This is the view of Ray Comstock, writing for Search Engine Watch, who stated businesses need to understand what their target market will be looking for and how they can best provide that information.

He noted "many SEO practitioners spend an inordinate amount of time focusing on trying to send signals to the engines that they deserve to be listed for certain keyword phrases" rather than ensuring the site itself actually provided the answers individuals were looking for.

Organisations should be trying to determine what makes their service different from its competitors and highlighting their unique selling points as opposed to simply filling their domain with keywords, Mr Comstock explained.

Another factor search engine optimisation companies may need to consider is the impact of Google Instant, as Econsultancy's Graham Charlton has noted the overuse of features such as Flash could be harmful to a website's image when people are using the service.

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