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Bespoke content best for SEO, says PR company Links to original content more valuable, it is claimed.
Original and creative content, such as video productions, are the best way to boost search engine optimisation (SEO), it has been claimed.
According to PR agency Punch Communications, this is because links to such content are more valuable in terms of search ranking than those offered by link exchange programmes.
This is because such links are embedded within the content itself, which then gets picked up by other web users and syndicated around the internet.
Pete Goold, managing director of Punch, said that many organisations still see SEO as an activity that takes place on-site and at the time the webpage is created.
"We believe that effective search activity should be viewed in the same way as media relations - something that is built up over time and about sustained momentum, rather than a one-off activity," he said.
A recent report by comScore found that 5.5 billion videos were viewed online in the UK in February 2010, up 37 percent compared to the previous year.
Posted by Anthony Roberts
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