Search engine optimisation services (SEO) should be looking to take advantage of emerging consumer trends by tailoring their techniques to get the best returns.

This is according to Econsultancy's Dave Chaffey, who highlighted the impact of social signals on search results and the large growth of mobile as key factors marketers must consider this year.

He noted that many companies who do not engage with their customers through social platforms such as a blog, or those that fail to integrate these activities properly with the rest of their site could be missing out.

"Many of the challenges for larger organisations involve getting SEO specialists to work more closely with other parts of a company or agencies working on online PR and social media initiatives," Mr Chaffey continued.

The expert also added that it is important for firms to consider if they will see any benefit from creating specific optimisation for mobile content.

While this may be an unnecessary expense for some businesses, online retailers may be among those who could take advantage of this platform.

Recently, it was stated by Search Engine Land's Bryson Meunier that companies should seek to integrate their social and mobile activities into one cohesive strategy.

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