One of the fundamental requirements of effective search engine optimization (SEO) is fresh, unique content, an expert has explained.

Manoj Shinde, writing for his online marketing blog, has urged new online marketers to recognize the importance of original content when seeking to boost a website’s ranking in the search engine results.

Furthermore, effective copy should be of high quality and free of errors, he recommended.

"If you [scrape] or copy-paste contents from another high PR site then it is rarely possible for your website to get higher in search results," Mr Shinde added.

A best practice guide published by marketing resource E-consultancy called for all members of a firm to recognize the importance of good quality content when creating a high ranking website.

The guide added that the "holy grail" of SEO is a sustainable high ranking position for a website, a prize which requires ongoing work and activity to achieve.