Mediarun Search Marketing News

Businesses are cottoning on to website optimisation benefits

June 24th 2010

Search Engine Optimisation News

Businesses are slowly starting to realise the benefits of search engine marketing and other digital advertising techniques, it has been claimed.

According to marketing expert Di Forster, businesses are now aware that having a strong internet presence is vitally important and as a result are starting to spend more on website optimisation and SEO agency consultations.

Forster's comments come less than a week after eMarketer published its detailed analysis of the search engine optimisation industry, which showed that digital marketing's share of total advertising spend will rise to just over 15 per cent in the coming year. And this trend shows no signs of tapering off as internet advertising will account for 20 per cent of the total in 2014.

"The more well-established companies are realising that they need to do something online now whether they like it or not," Forster said. "How do they bring in new blood? How do they get new, younger, fresh customers? Social media, video, interaction - they have to change with the times, they have to diversify," she added.

Forster noted that the younger generation are more likely to adopt digital marketing techniques - such as website optimisation - and older companies need to keep up or they will find themselves out of pocket.

She claimed that while shifting advertising revenue to the internet might be a "culture shock" for many chief executives, those that adopt the increasingly popular marketing channels are likely to reap a huge number of benefits.

"If you've got a younger generation in a well-established company, they will be pushing SEO and online marketing. What they've got to do is convince people at director-level or people who sign off budgets to actually spend online rather than print," she concluded.

Recently, Econsultancy's UK Search Engine Marketing Benchmark Report showed that the majority of companies (60 per cent) are planning to increase spending on search engine optimisation in the coming year.

This is an increase on the 55 per cent who expected to increase search engine marketing spend in 2009.

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