Businesses planning to build a new website or overhaul an existing portal need to ensure search engine optimisation (SEO) is factored in throughout the process.
This is the view of SEO expert David Peiris, writing for Econsultancy's Digital Marketing Blog, who said it is "worryingly common" that some companies only include it as an afterthought.
Such firms "tend not to rank well in Google as a result", he observed, adding that considering SEO at every stage as the site is built has a number of advantages.
Content management systems (CMS) are less likely to offer in "hidden surprises" like error messages if SEO is "baked in" to a company's plans before they choose their CMS, Mr Peiris remarked.
In addition, it enables enterprises to design their website to utilise "some of the more interesting link building techniques to better effect", such as having a company blog on the main site, rather than hosted on a different domain.
Another Econsultancy contributor, Christian Arno, recently suggested targeting internet marketing at web users who do not count English as their first language.
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