Research suggests that a striking proportion of businesses in the UK are not prioritising the deployment of SEO services to a viable extent. According to AI search company Yext, as few as 12% of businesses believe that ‘search engine listings’ rank within their own top two communication channels of importance. Meanwhile, 85% stated that their website is their most important or second most important communication channel. The figures highlight a remarkable disparity between the number of businesses who understand the importance of their website and those who know that the key to driving traffic lies in effective search and content marketing. Growing Reliance on Search Engines The face of organic search has been transformed beyond recognition over recent years. But one thing that has not changed is the world’s collective reliance on the major search engines. A few key figures to highlight the importance of organic search into context, sourced from Worldometers and SearchEngineLand:
Approximately 4.9 million Google searches were performed every minute last year
Total Google search volumes for 2020 hit a record 2.55 trillion
Around 7 billion Google searches are now carried out each day on a global basis
Perhaps most importantly, Google alone now accounts for just under 87% of the entire search engine market. The fight for the most prominent positions in the SERP rankings is ferocious, with Google now taking into account more than 200 factors when allocating positions. In spite of all this, businesses are apparently turning a blind eye to the importance of SEO in its entirety. Even though the overwhelming majority of all web traffic is channelled by just a few major search engines, almost 90% of businesses do not see search engine listings as a priority. Speaking on behalf of Yext, managing director Jon Buss said the findings paint an unfortunate picture for businesses looking to return to strength after the COVID-19 crisis. “It makes for uneasy reading when you see that UK businesses are struggling in their ability to communicate effectively with customers, and spells for disaster when you look at their ability to reopen effectively and get back to business,” he commented. “With reopening on the cards for the majority of businesses, now is the time to seize the opportunity and jumpstart their post-pandemic recovery, with quick and accurate customer engagement.” Proven Value and Importance How and why so many businesses have reached the conclusion that hiring an SEO firm is neither of value nor importance to them is unknown. On a wider basis, almost 50% of all established marketers worldwide agree that organic search delivers the best ROI of any marketing channel by a significant margin. In addition, a recent survey carried out by a Backlinko found that 53% of consumers always use search engines to research products before making a purchase. Still, the numbers also suggest that comparatively few newer businesses are fighting particularly hard to reach the top of the rankings. Research conducted last year found that within the top 10 Google results, nearly 60% of all pages that appear are at least three years old or more.
Craig Upton supports UK businesses by increasing sales growth using various revenue streams online. Creating strategic partnerships and keen focus to detail, Craig equips websites with the right tools to increase traffic. Craig is also the CEO of iCONQUER, a UK based company and has been working in the digital marketing arena for over a decade. A trusted SEO consultant and trainer, Craig has worked with British brands such as FT.com, DJKit, UK Property Finance, Serimax and also supported UK doctors, solicitors, builders, jewellers, to mention a few, gain more exposure online. Craig has gained a wealth of knowledge within the digital marketing space and is committed to creating new opportunities working with UK companies.