To get a better place in search engine results a business website must have crawlability - a "made-up word, but it's fundamental to your online success", while keywords are "overrated".

That's the view of Tom Griffiths, writing on Brand Republic, who, when he's not mangling the English language, is the business development manager at Cheeze.

All the engaging, relevant and useful content in the world is useless in search engine optimisation if said search engine can't actually find it.

Techniques like a hierarchical site map and using clear URLs is vital and titles and headings throughout can help too.

However, Mr Griffiths gets a little bit controversial (or crawlaversial) in some of his other advice - he believes that "meta-tags and keywords are overrated".

"They are important, but there are bigger, more influential fish to fry.

"Get them right, ensure they are relevant to the page content and change them to reflect content changes."

But many would argue that keywords are fundamental to good SEO web design.

So is Mr Griffiths crawling up the wrong tree with his statement?

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