As 2011 approaches, many search engine marketing providers may be beginning to plan their strategies for the next year, which is why one expert has offered a few pointers for areas to focus on.

Writing for Search Engine Watch, Eric Enge stated one of the most important elements of a campaign is its uniqueness, noting those publishers who do not make their websites distinctive are destined to fail.

He also said internet advertisers would have to think more like traditional marketers in the way they engaged with consumers and spend less time "gaming the system" to artificially inflate results, as search engines are now working to prevent this.

Mr Enge explained: "The beauty of a more traditional marketing approach is that it will be kind to you as the years pass," noting improved algorithms would get better at recognising sites that are valuable to users.

Elsewhere, Adam Audette, also writing for Search Engine Watch, recently reminded advertisers not to overlook Bing, which he stated is set to gain market share in the next 12 months.

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