The increasingly social nature of people's internet activities will have a direct affect on companies' search engine optimisation (SEO) and online PR strategies, according to one expert.

Writing for Search Engine Watch, Eric Enge noted businesses would have to spend more time providing a positive experience for users of their websites in order to show they were not simply offering spam.

Individuals are looking for visual experiences, he said, so firms may want to increase their usage of video and graphics, going against the traditional theory that text is the most important part of an SEO strategy.

He added a holistic approach to usability and optimisation is now required and website conversion has become a vital part of a marketing strategy.

Balance is the key to offering a good user experience, the expert stated, explaining there were parts of a domain where large amounts of text may be more appropriate than others.

With companies including Google moving towards a more social experience with features such as Hotpot, embracing these aspects of the web could pay dividends for improving a company's brand, Mr Enge stated.

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