Tailor SEO Campaigns for Optimum Success, says Yahoo!

by Stephen Logan on 3rd February 2010

Yahoo!’s Search Marketing team has suggested that firms need to tweak their search engine optimisation (SEO) campaigns to ensure that they get the most return for their investment.

In advice appearing on the group’s official blog, marketers were advised that keyword use can be particularly important when a company starts to use professional SEO services.

Depending on whether a firm wants to improve traffic to their site or conversions, they should focus on "high-volume search terms" or "product-specific" phrases respectively.

Once an SEO campaign has been set up, it is vital that it is constantly altered to respond to consumer behaviour, as this can change rapidly, according to Yahoo!

The team explained: "Users are more sophisticated in their searches now, and we’ve seen that up to 20 per cent of searches in any given month can be search queries never seen before by a search engine."

Marketing Sherpa recently recommended that companies can benefit from combining SEO and pay per click marketing techniques.