Spotlighting search terms, site linking and regular blogging are among the best ways a firm can benefit from search engines, a Google engineer claims.

Matt Cutts tells USA Today that search engine optimisation is easier than most companies believe.

He says the most common pitfall is businesses setting up websites without emphasising their key search word enough on it.

"You have to make sure the keywords are on the page," he tells the newspaper.

"If you’re a San Diego doctor, Des Moines architect or Portland ad agency, best to let people know so immediately, at the top of your page."

Getting other sites to ‘link’ back to you as an endorsement is also helpful as most search engines rank pages based on popularity.

Google remains the internet’s most popular search engine, with new figures from comScore showing that it increased its share of core US searches from 61.6 per cent to 61.8 per cent in May 2008.

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