Smaller businesses can optimise their websites’ presence in search engines by making use of quality content such as keywords, according to the Internet Advertising Bureau (IAB).

It is often expensive to bid on paid search keywords in competitive sectors, but using relevant keywords in content including headings and domain names is a way forward, the IAB advised.

Search engines are “built to recognise quality” so companies should ensure that copy is written by an expert in the topic to make the content the best it can be.

The IAB’s programmes manager, Jack Wallington, recommended that professionals should decide what people would search for to find that web page and then make sure it is highlighted in page headings, links and throughout the copy.

Mr Wallington told Direct Traffic Media: “A quick meeting with a professional company with experience working on different campaigns will always benefit an SME, particularly because search engine marketing changes constantly and continues to increase in competitiveness.”

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Related Topics: General Marketing