Advertisers have to alter their SEO campaigns to ensure that they maintain successful search rankings, according to an industry insider.
An industry commentator has told marketers to monitor their search engine optimisation (SEO) rankings, to make sure they do not fall behind their competition.
Writing on a blog for SEOmoz, Scott Willoughby pointed out that many of the tactics marketers use in SEO will stay the same, but there is a need to "future-proof" strategies.
He highlighted the need to concentrate on delivering the fundamentals of search marketing, while at the same time tweaking the details to maintain success.
"In order to stay on top of your game, you need to keep an eye on your rankings over time and adjust accordingly," Mr Willoughby wrote.
In his view, SEO is not a one-off campaign that advertisers can forget about once they have completed a campaign, but an "ongoing process".
Last month, an online marketing executive at Coast Digital pointed out that a good SEO organisation will be able to show what they have achieved through web analytics statistics.
03/11/2009
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