New material which naturally uses keywords is a good way to increase a website’s visibility within search results, a Google software engineer has explained.

Matt Cutts made his comments to USA Today, noting that blogging is a useful tool for filling a site with such copy.

He told the publication marketers must ensure the content is relevant to their sector.

"I’m a plumber in Iowa, I may want to write about some of the strange things that happen to me on the job, or the five most common ways to fix a toilet," Mr Cutts continued.

Such articles can become popular and encourage inbound links, which also boost a page’s ranking, he stated.

However, the engineer cautioned webmasters not to stuff their pages with keywords as this does not help with search rankings and can result in a website being penalized.

Earlier this month, Matt Cutts spoke to Eric Enge, the president of search engine optimization firm Stone Temple Consulting, highlighting the importance of original research and useful information for building inbound links.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.