Companies employing search engine marketing techniques to improve their rankings must understand that it is a long-term strategy that needs continuous attention.
This is the view of Search Engine Watch's Simon Heseltine, who has highlighted some of the most common mistakes people make when optimising their website.
He explains that, despite what some individuals believe, search engine optimisation (SEO) "is not a done and dusted process", as companies such as Google are updating their algorithms on a daily basis.
Even keywords can change as consumer behaviour adapts and new phrases enter the lexicon, Mr Heseltine continues, which is why it is important for someone to be in charge of monitoring a company's website.
The expert also explained that SEO is not an overnight process and can take time to show any effects, depending on how strong the competition in a particular sector is.
It was recently revealed by web hosting company Fasthosts that over 40 per cent of UK companies have no SEO strategy in place at all.
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