Online public relations (PR) could be "vital" for companies wishing to further their search engine optimisation (SEO) strategies, a business-to-business marketing expert has reported.

Writing on Promotion World, Todd Miechiels claims that a "disciplined and consistent use of online PR" can help advertisers gain a "competitive advantage and amplify SEO campaign results".

Mr Miechiels suggested that despite reluctance among some firms to transfer their PR campaigns online, doing so can bring "long-lasting benefits and relatively low cost".

He added that making best use of internet PR techniques can help companies reach "millions of internet users directly" and raise the "search engine visibility" of their website.

Meanwhile, advertisers were recommended to ensure content is relevant to users and is updated regularly as it can help companies become a "go to" resource within their field.

Last week, Ken McGaffin wrote on E-consultancy that issuing press releases online is a good method in which to attract incoming links considered to be of high quality from search engine bots.