Is there a shortcut for good SEO?

According to one sector commentator, effective search engine optimisation (SEO) is not supposed to be easy, but is about building a quality and accessible website with appropriate keywords and content.

Writing on the online pages of Search Engine Watch, Mark Jackson said that nothing about SEO should be easy if it is done right.

"I've always believed that you should build meaningful, useful websites and help promote the content to establish links," he explained.

"Do what's necessary to achieve long-lasting results by abiding by the guidelines set forth by the major search engines."

However, Mr Jackson claimed that some firms that had "blatantly" used paid link activity were gaining higher search engine rankings without being penalised.

He concluded that search engines such as Google should be rewarding the sites which follow their guidelines.

Meanwhile, Search Engine Roundtable users have said that one of Google's greatest achievements during 2008 was becoming involved in the Yahoo! and Microsoft discussions with "very little effort".

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