With the value of UK online shopping set to top £7 billion this Christmas, Paul Yates, managing director of search engine optimisation (SEO) specialists, Just Search, is highlighting how thousands of companies with an online presence may be missing out on a phenomenal commercial opportunity.
Figures released by the Interactive Media in Retail Group (IMRG) suggest that some 25 million British shoppers will order their Christmas gifts over the internet this year. However, Paul believes that a huge percentage of businesses may not fully realise their potential. He explains: “Many companies will have been preparing their websites for Christmas as far back as January but others who aren’t on the ball, run the risk of missing out on a lucrative opportunity - this year more than ever.”
An increasing number of people are realising the convenience of shopping over the internet and many businesses are taking steps to ensure that their sites are high on search engine listings when consumers start to search for their MP3 players and Play Stations.
However, it’s still not too late for businesses that haven’t yet optimised their sites to make changes that will increase their prospects of a successful campaign. Paul continues: “Various techniques can be employed such as reviewing fresh pages with new product sets to ensure that they have a keyword-rich title and accompanying meta-tags.
“Optimising keyword density and checking for general keyword trends can play their part but that alone won’t be enough to guarantee success. We would always recommend modifying a site so that it can be properly read and indexed by the leading search engines.”
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With the tinsel and baubles only just packed away and the discarded trees still to dumped at the tip, Cheshire search engine optimisation (SEO) specialist, Just Search, is already urging businesses with an on-line presence to begin their preparation for next Christmas.
As managing director, Paul Yates, comments, complacency can be the biggest enemy of any on-line business. He explains: “While Christmas may only just be over, effective SEO involves a lot of research, careful implementation and patience. It can take a long time for search engines to spider and index a site, so many well run businesses are already optimising their sites ready for next Christmas.”
With the value of on-line Christmas shopping having topped £7 billion in 2006, figures from the Interactive Media in Retail Group (IMRG) suggest that around 25 million Britons ordered gifts over the internet. However, Paul is convinced that numerous businesses will miss out on a big opportunity next Christmas, explaining: “Many people fail to maximise their potential by believing that in merely having a website they are doing enough.
“Some simply aren’t aware of what SEO can do for their business while others can be technophobes who prefer to just ignore it because they view the technique as some sort of ‘white magic’. The irony is that they couldn’t be further from the truth.”
Simple steps such as ensuring that new content has been optimised, checking keyword density and keeping up to date with keyword trends can have a huge impact. Being aware of competitors’ offerings and improving the access of a site can also help significantly. In addition, building in elements such as free shipping, discounts to regular shoppers and the on-line tracking of purchases can make a big difference and also help to promote customer loyalty.
However to ensure that on-line businesses don’t leave their Christmas preparation to the last minute, they should optimise their offerings as soon as possible. Paul concludes: “With the increasing popularity of internet shopping, it staggers me that in-house marketing managers and marketing agencies don’t urge their bosses or clients to look into SEO as an important part of their overall marketing strategy.
“With competition now greater than ever, not being near the top of search engine listings for key words and phrases can be hugely detrimental. With that in mind, I would urge any commercial operation for which Christmas is a key period to prepare for the festive rush as early as possible.”
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