Search engine optimisation (SEO) delivers ROI in recession

12 December 2008

Some of the latest business surveys and expert commentary about search engine optimisation (SEO) are highlighting the value, benefits and return on investment offered by this key sales and marketing tool during the current economic downturn.

All types of companies and firms could drive down business costs in current recessionary times by focusing budgetary spend on SEO, according to news reports.

Rand Fishkin, recognised as one of the search marketing field’s thought leaders, has spotted increased interest in SEO as businesses maintain their focus on achieving sales and income despite the financial crisis.

He said, "Either, the web is a leading sales channel or it's deemed to be an area with the greatest opportunity for growth. In both scenarios, web marketing and, in correlation, SEO, takes centre stage."

Search engine optimisation (SEO) firms in demand

Business news site Marketing Pilgrim reports that demand for SEO firms and their expertise have been growing. Companies are actively seeking out expert SEO assistance, employing search engine marketing companies and consultants and paying for training.

Leaders in the search industry believe SEO services are becoming more understood by the mainstream.

Mark Chapman, e-business marketing manager at Fuse Optimisation in Chichester, UK, said, "One of the secrets to successful SEO is to have great content balanced with quality, relevant inbound links. Doing this well among other optimisation techniques, a company can achieve top positions in natural, organic search."

Search engine marketing top tactic for business

There is a general consensus among online experts that SEO is the lowest cost marketing tool currently available that can develop and build sales.

This is borne out by facts such as the majority of clicks on a page of search results go to the organic listings - research shows four to five times as many people click on these natural search results compared to sponsored listings.

Statistically, Internet search is now a key part of daily life for businesses and individuals today - 87% of web users use search engines, making search the single-most popular online activity.

Also, SEO is attracting higher levels of investment as companies start to recognise the importance of natural search. In the UK, more than 1.3 billion search results are carried out per month, equal to about 29,000 per minute.

• In a recent poll organised by Top Rank, SEO was named as the number one marketing tactic important to concentrate on over the next six months. Out of 400 business marketers, search engine optimisation (SEO) was top with 36% of votes.