When creating content to market your business online, it's essential to understand what needs to be incorporated to rank successfully with Google and other search engines, this is known as search engine optimisation (SEO). While creating copy that is informative, as well as topic and industry-specific, is important, in conjunction with this it has to be easily filtered and categorised by search engine algorithms to achieve better page ranking. Integral to developing targeted SEO content that responds well in organic searches with Google and other search engines is developing a content marketing strategy.

EDM has been around for 20 years, but with the advent of social media, technologically-linked EDM will be evolving for years to come, making users' and customers' experiences more fulfilling and appropriate to their interests, thus driving business growth.

It's over 20 years now since the idea of search engine optimisation began to take hold. Or is it? In truth, the idea behind the process has been active for as long as advertising has. It's always been good practice to understand what the potential customers for a product or service are looking for, and then to make sure the advertising shows them how they can quickly find what they require.

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