Marketers should make sure their crucial business data is in order when orchestrating their search engine optimisation (SEO) strategy, an expert organisation has advised.

According to SEO Consult, the content, structure and links on a website are what will determine whether a SEO plan will “fly or fall”.

The firm explained that without a good structure to begin with, SEO can be an uphill struggle, so firms should enlist the services of seasoned professionals who know how to develop site architecture to guide search engine spiders.

Marketers were also urged to make use of solid keywords that will be picked up by search engines and improve their rankings.

“The major keywords for your campaign need to be distributed throughout the site within genuinely engaging content and it can be helpful to talk to your SEO consultant about content provision,” SEO Consult said.

“In this stage, internal links can also be laid out, using the appropriate keywords as link anchors.”

A recent report from IAB Europe and InSites Consultancy found that 70 per cent of web users give up searching for items on the internet after browsing through 20 search results.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing