Social media 'needs different measurement approach'

Those starting out in the world of search engine optimisation (SEO) should avoid common pitfalls such as keyword stuffing and neglecting XML sitemaps, it has been advised.

According to Rand Fishkin of SEOmoz, too many SEO beginners fall into the bad habit of keyword stuffing, as well as the practice of targeting one keyword across every website page instead of promoting one keyword per page.

Furthermore, those new to SEO tend to ignore XML sitemaps, which can be useful for websites looking for higher traffic, the expert explained.

"In every instance we've seen them used properly, they've added significant boosts in search traffic over a very short period," Mr Fishkin remarked.

"If you want an easy win and haven't yet invested in the sitemaps XML protocol, go do it."

XML sitemaps are especially beneficial for websites containing dynamic or rich media content that is not easily indexed by search engines, according to Google.

They can also be useful when it comes to optimising brand new sites with little link equity and websites with significant content archives.