It has been claimed that professionally produced content is more effective for web sites from the point of view of SEO (Search Engine Optimisation) than user-generated content (UGC). The latest UK Census conducted by the Association of Online Publishers (AOP) testifies to this. It has observed that the majority of respondents expect the professional copy to outperform UGC in the near future.

Amongst all the Internet marketers and publishers surveyed, approximately 64 per cent of respondents thought and believed professional content is far better than UGC. Additionally, the delivery of content was highlighted as a key area of focus. Other areas of importance included mobile, behavioural targeting and high-speed broadband.
Delivery methods like RSS (Really Simple Syndication) were indicated by many as having received a greater level of investment in 2007. On average, about nine per cent more in funds had been utilised by AOP members over the last 12-month period on this form of online marketing.

Ruth Brownlee, director of the AOP, stated:

Our members are in a very bullish mood and all set to take on the challenges and opportunities that are becoming available through technology and broadband take-up. They are now embracing new platforms and formats for the future.