You have to take a much wider view when running your search engine optimisation campaign and you cannot separate or isolate this from your overall marketing effort. You need to brief and focus your copywriters, PR agency, bloggers and social media teams to support your SEO strategy by focusing on a common set of keywords or phrases.

PR and social media should be aimed at increasing the visibility of your content with a view to getting links from online publications and bloggers and hence building the number of inbound links to your web site.

Recently Google and ing rvealed that the way content is shared on Twitter and Facebook has a direct impact on search rankings. A specific example being that if a page is shared on Twitter by "authoritative people" then that can help its ranking in organic search results 'to a degree".

So there is now an even stronger argument to make sure your social media activity in integrated with your SEO.

SEO is an ongoing battle so it is critical to track your performance in relation to your key words and phrases. Competitors' tactics are constantly changingand new keywords and industry phrases are emerging, while search engines are frequently  changing their algorithms and the way they present the search results.

You need to keep up with these changes and build them into your strategy.