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Businesses looking to develop search engine optimisation (SEO) strategies have been advised that their first consideration should be to "understand the vocabulary" of their website users.

According to Murray Etheridge, from Canadian web marketing and development firm ISL, organisations need to be able to understand how potential customers would describe their products or services.

In his column for the Moncton Times and Transcript, the industry expert said that this initial process may help with developing keywords for SEO, as companies will be able to use those that are most likely to drive traffic to their sites.

"Every page on your site has the potential to be optimised and attract traffic," he explained. "Deeper pages are often easier to optimise as the content is more niche and focused in nature."

Last week, a survey published by Econsultancy and Guava - The UK Search Engine Marketing Benchmark Report 2009 - revealed that 48 per cent of businesses saw SEO return on investment increase in the last 12 months.