Companies wishing to improve their online revenue and brand presence via search engine optimisation (SEO) should plan their spending carefully, an industry expert has advised.

According to Liam Giles, director of SpinDogs Design Solutions, many new businesses do not factor online marketing spend into their budgeting, reports IT Wales.

Mr Giles added that firms should look to be specific with keywords.

Suggesting that many Welsh firms use terms such as "Cardiff" or "Wales" as keywords, he pointed out that by coming up with targeted keywords like "golf products Wales", marketers "have a better chance of getting more visitors to [their] site".

Implementing a maximum of about 12 keywords per page was also recommended as "the more keywords you add to your pages the more diluted each individual word becomes within the page content".

He added that regularly updating websites with "interesting, relevant and, where possible, unique" content is likely to see search rankings increase.

However, as organic SEO can take start-up companies several months to successfully target a national audience, those looking for quick return were recommended to use Google's pay-per-click Adwords service.

Earlier this week, Matt Bailey wrote on Sitelogic Marketing that advertisers should avoid using brand names as keywords as searchers are more likely to search for terms which "define products".