SEO marketers urged to target content

Search engine optimisation (SEO) requires targeted content which is of benefit to a human reader, an expert urges.

Lee Smith, director of Utopia Creative Solutions, recommends firms use SEO to ensure their websites receive targeted traffic.

He notes that it is useful content which people look for when online, adding such copy must be regularly updated and relevant.

"Whether you employ a copywriter, a consultant or an expert in [SEO], you must have well-written, compelling and above all unique content, to stand a chance in the ever competitive internet," Mr Smith continues.

Raising search engine visibility is "not rocket science" but does require consistent effort and patience, he adds.

Earlier this month, search marketing agency High Impact recommended businesses ensure they are using suitable keywords throughout their content to help drive targeted traffic to their websites.

It also urged marketers to only use fresh and original copy on their pages, adding that content is widely considered to be the most important element of a website.