Companies wishing to increase their search engine rankings should determine which keywords will work best for their specific needs, one internet marketing expert has suggested.

Writing on Search Engine Guide, Stoney deGeyter claims that although measuring the number of results within a certain phrase can help firms determine what keywords their competitors might be using, he claimed "it won't tell you if your keyword is a good keyword for you".

As a result Mr deGeyter advised that companies should look to use keywords that target their intended audiences, draw them to their website and convert their clicks into revenue.

He suggested that those who are unable to do all three could result in either a shortfall of traffic, advertising income or both.

Mr deGeyter added: "The best keywords ever are keywords that you have determined to be relevant and have tested to get results. Nothing else really matters."

Last week, Shaun Crowley, writing on Freelance UK, suggested that internet advertisers should carry out as much research as possible into determining which keywords are most effective for their business.