Integrating user-generated content (UGC) can help companies boost their attempts at search engine optimisation (SEO), it has been revealed.

Writing on Search Engine Land, Robin Nobles claims that from an SEO viewpoint it is "crucial" that firms regularly update their website content.

However, he suggested that allowing visitors to supply content through the likes of forums, blogs and online polls could see companies increase their proportion of incoming links.

Mr Nobles said: "If the users generate the content and get more involved with your site, don't you imagine they'd want to link to your site?"

Despite this, he warned marketers against seeing UGC as a "diamond-studded platter" in increasing search rankings as "hard work" is reported to be the best way in which to improve SEO.

Overall, creating content which is targeted towards the needs of a website's intended audience was reported to be the best method in which to attract visitors.

In March, Aaron Wall wrote on SEO book that setting up a UGC portion of websites can help users feel "part of" a marketer's brand.