Businesses operating in a competitive environment need to use internet marketing services to find a way to differentiate their content if they are to be successful.

At least this is the suggestion of Eric Enge, writing for Search Engine Land, who explained companies must "figure out how to do something that is truly different" in order to stand out from their rivals in terms of search engine ranking.

This is even more applicable in crowded sectors such as the mortgage market, he observed, noting a Google search returns 185 million results when the term is entered into the website.

Companies should focus on maximising the potential of Twitter, Facebook and mobile platforms if they are to attract more click-throughs, he observed, adding providing content on the same topics as other sites "is not going to cut it".

Mr Enge's comments came after Dave Chaffey of Econsultancy advised firms to use blogs to engage with their customers to help them tap into the emerging trend of social signals having an impact on search results.

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