Taking a refined approach to SEO

Businesses have been advised by one sector commentator to take a broad yet refined approach to search engine optimisation (SEO).

The comments come after a study by the Internet Advertising Bureau Europe and InSites Consultancy revealed that more than 40 per cent of users stop checking after the first ten results offered by a search engine.

Meanwhile, 70 per cent give up after scanning 20 search results.

In addition to using SEO to gain first-page search engine rankings, David Hollands-Hurst, an SEO consultant for Pixl8 Interactive, said that 2010 is likely to present new challenges to businesses carrying out some form of online marketing.

"They are going to put more emphasis on the local search, so they will see where you are and serve up results that are close to where you are if they think it's relevant," he explained.

Mr Hollands-Hurst continued local businesses should target the consumers close to them from a commercial point of view and market their closeness on their website.

Other challenges of 2010 will be real-time search - with updates from sites such as Twitter now being included in search results - which he claimed businesses must utilise to stay relevant.

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