Search engine optimisation (SEO) and PR teams for companies have been advised to work well together in order to optimise their brand's online presence.
This is the counsel of Kevin Gibbons, writing on the Econsultancy blog, who observed that although the members of these two departments are often very different - SEO technicians tending to be "technology fiends" and PR personnel "arts graduates with a passion for creativity" - they need to work closely together.
He went on to suggest that both sides strive towards managing online reputations, as SEO is vital for handling "high-ranking criticisms" of firms.
Furthermore, it was recommended that both teams look at future campaigns so that relevant keywords can be bid for and time is left to "analyse which [of these] will be effective".
And Mr Gibbons noted that when SEO and PR teams are not working together, it is a "real blow" to the success of ventures like blogs, while collaboration will "hugely strengthen" the performance of such ideas.
Earlier this month, SEO was described by Last Click News as the foundation for a successful internet-based business, with keyword building a "fundamental" addition to any of these campaigns.