Firms which spend time employing even just basic search engine optimization (SEO) principles will see a difference in their website’s performance, an industry commentator has asserted.

Writing for the blog of search engine marketing agency Clicks2Customers, a contributor known only as Sally F explained that the most important aspect of a company’s optimization campaign is the content the pages contain.

"Google will know if you have plagiarized content from someone else. The more unique, content-rich pages your website contains, the better chance your website has of achieving a better ranking," the blogger continued.

Furthermore, it is vital a firm correctly identifies useful keywords to ensure its SEO efforts are focused, she added.

Web marketing agency White Hat Media urges businesses to consider what sort of content their website should contain.

It suggests that content should not just be placed on a site in order to attract high rankings but should provide visitors with useful information.