Keyword insertion 'most vital tactic'

Correctly inserting suitable keywords into online content is the most important tactic in the battle to boost search engine rankings, an industry commentator has asserted.

Scott Huegerich, distribution expert for PR Newswire, made his comments to web-based news agency MSNBC, adding that choosing the right keywords can dictate the success of a search engine optimisation (SEO) campaign.

He highlighted that if a target audience cannot find the information a website offers because they are searching for different terms then any marketing messages are simply wasted.

Small businesses in particular must carefully plan their keyword strategy, Mr Huegerich continued.

"If you target keywords that are highly sought-after, it may take years of effort and untold amounts of money to get near the first page of results," he added.

Earlier this year, digital marketing agency Step Wise SEO also argued that selection of appropriate keywords is one of the most vital aspects of an optimisation campaign.

It noted that use of the most relevant keywords will attract an appropriate audience to a website, boosting its conversion rate.