Businesses should leave the intricacies of search engine optimisation (SEO) to experts in the field, but should maintain control over the strategy as a whole, according to a commentator.
Melanie Lindner made the claim in a discussion on SEO on the Forbes website, which included comments and tips from SEO professionals.
But she advised that businesses can gain from understanding the process themselves and so having a degree of input.
‘While most entrepreneurs probably should farm out the programming of their sites, they shouldn’t turn over the design process altogether,’ she said.
‘Getting the biggest return on your online investment hinges on understanding what works and what doesn’t, so you can give the coders as much smart direction as possible.’
Another industry commentator, Galen DeYoung of Search Engine Land, provides tips on copywriting to help improve website rankings for business to business websites.
He believes that articles on these websites should focus on one topic per page and use generic rather than brand-specific terms for keyword-focus.
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