Search Engine Optimisation (SEO)
SEO is a "must-have" part of the online marketing mix.
This is reflected in the wider market place as brands are increasingly investing in this area. A recent survey of over 400 UK organisations/retailers showed that 97% of them are engaging in some form of SEO.
Of those, half are spending at least £10k p.a. on SEO and a fifth is spending at least £50k annually. Investment levels in SEO average at 15% of the online marketing budget. Anecdotal evidence suggests that a well-indexed, established retailer can expect 35% to 40% of its traffic to come from natural listings in search engines.