Consistency is 'vital' for search engine optimisation (SEO), according to industry publication Promotion World.

Writing for the website, Jose Nunez claims that keeping content fresh and regularly updated is key for advertisers looking to increase online visitor numbers.

He reports: "Your website has to be relevant to searchers, not just the search engines."

Webmasters were recommended to choose between five and ten keywords and then look to build their website around these phrases.

Meanwhile, he suggested that all website pages should contain unique titles, descriptions and keywords.

Mr Nunez added that while generating incoming links was important for attracting user traffic, companies should look to make sure link building is natural as ensuring a high level of quality is likely to generate a high search engine ranking.

Last week, WebProNews reported SEO outperformed contextual advertising and multimedia commercials during the latter stages of 2006 in terms of attracting online marketers.