The search engine optimization industry has to be on its proverbial toes literally 24/7. This is because the search engines algorithms are constantly being changed and updated in order to give their searchers the best results they can.
For our part, we the SEO's are continuing to prepare our websites so that they get in the way of existing search traffic. There always have been two opposite views of this; firstly that we are unfairly manipulating the results, and secondly that we are fairly manipulating the results.
The truth of the matter is this; without SEO's to amend websites so that the SEs (Search Engines) know how to rank them, the quality of the listings would be far worse. We are a necessity for the SE's as we ensure that the cream rises to the top. 98% of web designers do not know how to get a website to rank within a search engine, they miss out on all of the key indicators within a site and so some well built, beautiful, expensive websites are destined to live in Pay Per Click land or in obscurity.
I see so many clients who are sold expensive websites as the answer to their dreams, when it truth they are nothing of the kind. I see so many clients who wish they had spent thousands less on the design so that they could spend it on SEO instead.
What use is a website that no one can find? Even in these difficult times, as footfall starts to dwindle and profits disappear, the more forward thinking site owners are looking to improve their market share. Either by the addition of new keywords or by starting an SEO campaign in the first place, buyers still exist, shoppers are shopping, just in smaller numbers and more cautiously. The question is, are you going to take a larger share of the market and survive or are you going to become a failure statistic?
As more traditional forms of trade begin to suffer, online sales increased during the Christmas 2008 period by over 25% on 2007. Some companies are making money by embracing new technologies and moving with the times, others are going to fail if they don't evolve successfully to meet the needs of the 21st century consumer.
It is unfortunate but in years to come, high streets and retail parks will not exist. More and more shops are being used as fitting rooms for an online buy later on. Its like were shooting ourselves in the foot really because when the shops are gone, all we will have is the Internet to make our purchases on, which will take the experience out of shopping entirely.
SEO will be brought into common light by retailers having to save money while increase turnover at the same time. This year is going to be interesting as I think we are bound to see more big names bite the dust along with MFI and Woolworths. The question is though, what will you do ensure you keep your market share in 2009 and will it be enough?
