An effective search engine optimisation (SEO) campaign needs to be started off with thorough research into the best keywords to use.

Writing for Search Engine Journal, forensic SEO consultant Alan Bleiweiss explained that this enables firms to establish the "topical focus" of an online portal early on in its creation.

He warned that large amounts of content ready to be uploaded to a website might prove to be irrelevant if there is no keyword plan in place.

"Even if it’s relevant, it could be lacking the focus necessary to current search trends. In an SEO audit, keyword research is paramount," he asserted.

Mr Bleiweiss added that firms should also try to establish how much content is required and where it should be located on an online portal to get the desired effect in an campaign.

This comes after Sharon Flaherty suggested in an Econsultancy blog that content written for SEO needs to be high quality and interesting to the reader.

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