Blogs started solely for search engine optimisation (SEO) objectives will inevitably fail, it has been claimed.

Writing on Online Marketing Blog, Lee Odden stated that a lack of passion on the writer's part is likely to cut short the lifespan of a blog.

"Bloggers who are not personally interested in a topic will encounter blogger's block quickly," he said.

Readers will inevitably lose interest in a blog if the writing is shallow and disinterested.

Mr Odden suggested that a lack of oversight causes bloggers to get distracted after "the honeymoon period" of starting the blog wears off.

This, he stated, often results in a mere "keyword stuffing" exercise which loses the site the valuable traffic that once came from search engines.

He added that the tried and tested loophole-based SEO tactics of recent years are "a dying breed" because search engines are dealing with them more efficiently.

Social media recommendations are now competing with search, he claimed, since analytics show it to be in the top five referring sources of traffic.

Websites must therefore increasingly rely on social media blogging as its importance is increasing with regards to beneficial SEO.

Meanwhile, writing on Search Engine Land, president and founder of Smart search marketing Patricia Hursh stated that accurate web analytics data is the cornerstone of any successful SEO programme.