Companies seeking to improve their website's page ranking through the use of search engine optimisation services (SEO) must have a clear strategy in mind for using content to achieve this.

Writing for Search Engine Watch, Mark Jackson reiterated that, despite many changes in SEO over the past few years, this is still the key factor in how a site ranks on a search engine's results pages.

Therefore, he advised firms to think carefully about what is appropriate for their site and target audience, be it social media integration, a blog to interact with customers or quality, unique articles.

"When you're thinking about what to write, it [makes] sense to do a little research and draft a plan for developing copy that might help your website address keywords/questions that your target audience might have," Mr Jackson stated.

Recently, it was stated by ForeSee that, despite many people focusing more efforts on social media this year, SEO remains a more effective way to drive traffic to a site.

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