Businesses looking to enhance their online presence may want to consider ramping up production of unique website content to attract the attention of search engines, an expert has advised.

According to Chris Lake, editor-in-chief at E-consultancy, search engine optimisation can be greatly improved through the addition of unique content to a website.

Posting images and videos can also help search engine rankings as Google is including more rich media in its search results, he added.

"Google’s algorithm marks up sites with unique content, so yours should rank higher in its natural listings and therefore attract more traffic," Mr Lake stated.

He added that while it can take significant amounts of time and resources to produce such content, the end result is "worth it" as it can attract highly relevant traffic – and therefore relevant sales leads – to a website.

Webmasters worried that duplicate content may affect their search engine rankings can take steps such as blocking certain pages from indexing and using 301 redirects, according to Google.

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