Companies should be focusing on creating high-quality content for search engine optimisation (SEO) purposes.
This is the opinion of Sharon Flaherty, who said in an Econsultancy blog that even when writing for SEO, content needs to be "genuinely interesting".
The expert warned against writing articles stuffed with keywords and suggested that firms ensure they give their customers "something they can't get elsewhere".
"Always have content that you genuinely believe is interesting, that is useful, that is informative," she advised.
Ms Flaherty noted that with the recent Farmer Update by Google, some organisations might need to rethink their search engine marketing strategies and aim to produce more pertinent and interesting material.
She also advised firms that drop in Google's rankings for a particular keyword to avoid producing a vast number of articles featuring the phrase unless the content is relevant.
Last month, senior research analyst at Econsultancy Jake Hird suggested that small business owners focus their search engine marketing campaign on localised search strategies.
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