Monday, 27, Oct 2008 11:04
Businesses considering search engine optimisation (SEO) must be aware that the strategy is not designed to offer a quick solution to raising search rankings, it has been advised.
Writing in a column for Netimperative, Cheeze business development manager Tom Griffiths noted that one popular misconception when it comes to SEO is that it is enough to simply optimise a website once and occasionally add links to it after that.
However, he stressed that SEO is very much a long-term strategy that is always changing, as search engine algorithms are updated from time to time.
"Your SEO strategy has to be fleet-footed and able to predict the next move - it has to be done by experts," Mr Griffiths stated.
"Like Olympic cycling, if you stop pedalling, you will be passed."
SEO expert Jill Whalen recently told Entrepreneur.com that it is "critical" to approach link gathering as a long-term activity and emphasised the importance of providing high-quality, useful content that is likely to collect inbound links over time.