Websites with static content will gradually sink “lower and lower” in search engine rankings as constantly fresh content is required to create a high-scoring site, it has been claimed.

Richard Geller, writing for the American Chronicle , said: “What used to work was creating a website with content and then search engine optimizing it.”

This involved managing keywords and carefully organizing the copy, he explained.

However, this no longer works by itself and websites should be providing a “constant stream” of fresh content, Mr Geller continued.

Additionally, firms should make use of social networking websites to promote their content and also try to capture the contact information of visitors to their pages in order to market to them in the future, he urged.

Such marketing should be interesting to the targeted user and not a “nuisance”, he added.

Last year, Mark Jackson, president of marketing agency Vizion Interactive, commented via the Search Engine Watch website that well-written content encourages link building, boosts search engine rankings and engages the browser.

He urged marketers to ensure their pages “entertain, inform and entice” readers.