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.

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.