Small and medium-sized enterprises (SMEs) which do not implement a search engine optimisation (SEO) campaign may find it difficult to generate enough traffic through their website, it has been suggested.
Claiming that investment in such a marketing and internet-based awareness drive is "vital", director of research and innovation for the Chartered Institute of Marketing (CIM) David Thorp said most SMEs will struggle to justify the cost of a website's creation or maintenance if they do not invest in SEO.
"Although there will always be those who accidentally stumble across your web site, if you are looking to attract new customers you need to invest in search engine optimisation to drive customers to your website," he explained.
Mr Thorp also commented on the resources available to implement SEO campaigns, suggesting that it depends what staff skills are available and whether outsourcing would be necessary.
The CIM concentrates on marketing and business development on an international scale.
