SEO 'requires expert copywriters'

Companies wishing to take advantage of effective search engine optimisation (SEO) should ensure their content writers are experts in the search engine field, a commentator has suggested.

Robin Brain, writing for the American Chronicle, stated that for quality SEO, "content is king" and that overstuffing copy with keywords could cause the search engine to disregard the site as not containing valuable content.

"A content writer needs to be an SEO analyst and he must know the requirement of the readers and must possess some amount of the knowledge in the search engine," he urged.

SEO company High Rankings warns website developers that the words used on a site should be part of a rank-boosting campaign and not an afterthought.

It suggests marketers ensure their copy has as many keywords as possible while remaining readable but acknowledges that for those who are not familiar with the practice, it can be a "daunting task".