Search engine optimisation (SEO) is one of the most cost-effective forms of online marketing, but to realise its full value, companies need to go beyond title tags and best practice, according to one expert.
Adam Audette told Search Engine Watch that around 80 per cent of clicks on an average Google results page come from non-paid listings, demonstrating the potential value of SEO services.
He added that while it is important to apply the basics of optimisation, such as including title tags, they will often only catch a site up with the other portals out there.
To see the true benefits of SEO, firms need to step away from the "shackles of best practices" and embrace "high-impact ideas" that give them a competitive edge.
In order to generate these ideas, firms should focus on issues that effect the user’s experience of their site, with priority given to accessibility, ease of use, speed and features that are easy to link to.
Google announced last week that it is now including website speed – the amount of time it takes for a page to respond to user requests – as one of the factors in determining rankings in its results.
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