Businesses can build search engine optimisation (SEO) momentum by adhering to a consistent site structure, it has been revealed.
SEO expert Aaron Wall, writing for Search Engineland, said although change on the internet is often necessary to survive, in some cases - particularly in the field of web search - it undermines momentum.
"The ten-year-old document is as relevant today as the day it was published and perhaps even more so since search is the primary mode of navigation on the web," he said.
According to Mr Wall, content management is one of the biggest problems for businesses using SEO.
Different streams of the one site such as content management systems, editorial calendars, marketing and product lines, indicate that different pieces are organised in a "sub-optimal way".
Site decay can be avoided, he said, by planning a site well in advance of launching it by doing things like mapping out URLs, page titles, on page headings and related page keyword modifiers.
A well-planned site will not need to be amended and will therefore carry SEO momentum.
Meanwhile, Google has launched a new AdWords search-based keyword tool aimed at improving a business's SEO by providing it with keywords that are relevant to its website.
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