Investment in search engine optimisation 'vital', says CIM
Internet Marketing, Search Engines
31 August 2007
Investment in search engine optimisation is essential to drive potential customers to business websites, the Chartered Institute of Marketing (CIM) has said.
CIM director of research and information David Thorp has suggested that many businesses are floundering in their internet marketing strategy.
He explained that without search engine optimisation "most businesses will struggle to generate the traffic needed to justify its creation and maintenance".
The director said: "For many businesses, investment in search engine optimisation is vital. We are all familiar with the term 'Google it', which reflects the near universal use of search engines such as Google when searching on the internet.
"Although there will always be those who accidentally stumble across your website, if you are looking to attract new customers you need to invest in search engine optimisation to drive customers to your web site.
"Whether this is done in-house or through specialist agencies very much depends on the circumstances of the business and the staff skills you have at your disposal."
According to statistics from the Internet Advertising Bureau, the UK online advertising industry was valued at £2,015.8 billion for 2006, accounting for a 11.4 per cent share of the UK advertising industry.
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