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by Stephen Logan on 24th December 2009
Companies developing a search engine optimisation (SEO) strategy should set themselves goals and priorities.
Such is the opinion of sector commentator James Martin, who told the Washington Post that effective SEO initiatives should include indicators of progress and success.
He advised organisations to consider a series of factors, such as what their current needs are, what they want visitors to their site to purchase or learn while there and which of their services and products need to be promoted at the present time.
Mr Martin concluded by advising website owners to check their keyword strategy, noting that many firms will not refer to their products or services with the same phrases that their potential clients will type into a search engine.
"You may be promoting ‘portable media players’, for instance, but your potential customers call them ‘MP3 players’," he said.
Earlier this week, Sage Lewis told Search Engine Watch that it may be best to use a variety of different links when creating a link building strategy so as to not raise a "flag of suspicion".