Spend More on Marketing in a Recession, SEO Expert Urges

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Businesses should spend more on marketing and particularly search engine optimisation during the current downturn in the economy rather than less, says a SEO expert.

Admittedly, convincing clients to maintain their marketing spend or even increase it during a recession is not usually easy though!

Daniel Robinson, of Bolton-based Vizcom Design Limited, says: “Despite the credit crunch and downturn in the economy, now is not the time for businesses to reduce their marketing budget and particularly their expenditure on search engine optimisation because research suggests that 75% of businesses use search engines in order to find their suppliers.”

“If anything, marketing spend should rise in an economic down turn because companies have to fight harder for a slice of the business that is available. Marketing and SEO can be key to helping some businesses to differentiate themselves from their competitors during a recession and win vital work to keep them going or even grow.”

“Admittedly, convincing clients to maintain their marketing spend or even increase it during a recession is not usually easy though!”

Daniel, who advises a wide range of small and medium-sized businesses across the North West of England on SEO, added: “We all know that there is a lead-in time between investment in marketing and its results, so pulling back in expenditure can often lead to a loss in momentum in getting across key marketing messages and can, in turn, lead to a consequent loss in customers and market share. Winning new customers and market share after the economy has picked up can take a long time.”

He says that search engine optimisation has shown to be more cost effective for many businesses than a pay-per-click approach.

“Businesses that invest in search engine optimisation will generally get a much better return on their investment than pay-per-click and certainly much better than spending money on some traditional forms of marketing like an ad in a telephone directory.”

For those businesses that are prepared to invest in search engine optimisation, he says, that good SEO can cost less a month than a full tank of fuel.

Interestingly, he counsels clients to avoid designing their website purely to pander to search engines.

“We tell clients that they should design their website for users, primarily, and then for search engines. For example, this means that businesses should not get obsessed with scattering lots of keywords throughout the website.”

“Good design means visitors visit the more important pages of a site - pages that can lead to more sales or to pages with products and services providing the most profitable margins,” said Daniel.

“Businesses that invest in good SEO can often see increased traffic to their sites and increased sales within weeks if not days.”

“I am a great believer in a famous remark by Peter Drucker, the late and great father of modern management, that marketing and innovation are investments and everything else in a business is a cost.

“Those that invest in SEO stand a much better chance of riding out the economic storm, whilst those that don’t will be left with having to play catch up when the economic upturn comes about in a couple of years.”

For more information please visit Search Engine Optimisation Manchester


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