SEO continues to evolve

Ranking on its own does not equate to a successful search engine optimisation (SEO) campaign, one sector commentator has claimed.

In a blog for Search Engine Watch, Chris Boggs states that the marketers who have accepted this are the ones who will define the future of organic searching.

He also quotes his friend and fellow SEO expert Anne Kennedy who recently noted that SEO is continually evolving but that businesses need to look further than securing top ten rankings.

"To rank for non-branded keywords within search results, you need to have performed some sort of SEO, be lucky enough to not be in a competitive space, have an old domain with strong content, or a few other ways in," Mr Boggs notes.

He adds that companies can also take steps to boost their chance of appealing to customers through personalised results by getting to know their target consumers better.

This means providing content which is targeted to them.

Sam Tilston, online marketing director at Zoombits.co.uk, recently suggested that with Google now including real-time social media updates in its searches businesses using Twitter need to focus on including keywords in their posts to optimise their results.

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