Firms looking to boost the effectiveness of their online PR have been advised to make their search engine optimisation (SEO) results as easy to use as possible.

Writing for Search Engine Land, Julie Joyce said some websites have a set-up that can make it very difficult for people to link from the search engine results page to critical information.

"Put yourself in another user's shoes and do everything you can to make your link point to the most relevant area of the site," she explained, adding that businesses should see it as their one chance at a conversion.

Consult with the webmaster regularly and do not be afraid to ask them to switch links around if it is likely to lead to an increase in purchases, Ms Joyce added.

Simon Heseltine discussed SEO expectations in a recent article for Search Engine Watch and told enterprises to be patient with projected outcomes as it can often be a long-term process.

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