Search engine optimisation can be helped by simple tactics such as rewriting product descriptions when selling items from another manufacturer, a commentator has suggested. E-consultancy researcher Graham Charlton said in a recent blog post that original content is helpful for both driving search engine traffic and a company’s conversion rate.
Although such recommendations may seem obvious to high-ranking websites, research conducted by Microsoft at the end of last year revealed more than 60 per cent of small and medium businesses in the UK do not invest in search marketing because they fear it is expensive and difficult. This is despite 76 per cent of such firms which do spend time on search engine campaigns being rewarded with an increase in sales.
The software company estimated that businesses are wasting as much as £3 billion investing in websites their potential consumers will never find.