SEO techniques aid human interaction

Applying search engine optimisation (SEO) techniques when writing advertising copy can increase the likelihood of gaining a click-through, it has been claimed.

The Yahoo! Search Marketing blog encourages readers to include key phrases in the headlines of their advertisements.

Marketers are also urged to use the form of a word which is most likely to be searched for - such as refrigerators, rather than the singular refrigerator.

This may be achieved through the use of alternate text as opposed to compromising the content of the advertisement itself, the search engine operator suggests.

But it is in the headline where key phrases could be most important, in light of the assertion by Yahoo! that this is where click-throughs can be gained.

"Research shows that web users are more likely to click an ad that has - in its title or description - the search term they typed in," the portal explains.

Yahoo! recently recommended clear headlines for landing pages as an SEO tool, as search engines need to know "at a glance" what the content of the page is about.