A change in SEO could boost rankings

If a conventional search engine optimisation (SEO) strategy is not yielding the results a business wants, it may wish to amend its approach to take in fundamental marketing principles, it has been suggested.

Writing on the SEO Book blog, Peter D said such a shift can give firms a "much better" chance of dominating the rankings.

The principles that form the foundation of this strategy are marketing analysis, competitive review, positioning, SEO and economics, he explained.

Mr D surmised: "There is no point ranking well for terms that don't advance your business goals. Find a profitable niche you can make your own and dominate it."

Such advice may prove useful after research commissioned ahead of the ad:tech London event revealed that online marketing spending is set to grow over the next year, with 48 per cent of respondents claiming they are planning to spend 30 per cent of their budget on digital marketing.

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