Two-thirds of SMEs fail to use search marketing

As many as 38% of SMEs also admitted to failing to include prominent contact details for their customers, such as enquiry forms and contact numbers.

The results of the survey, conducted through a series of face to face interviews with over 500 owner/founders of SMEs, show that despite the growing popularity of ecommerce, SMEs are failing to implement basic search marketing techniques that would raise the profile of their website, drive traffic and increase online sales.

Search marketing is the way to go

Forward3D general manager, Martin McNulty, said, "There is a misconception among SMEs that search marketing is too expensive and complicated for them to make use of. In fact, in the right hands, the reverse is true - their flexibility provides them with the opportunity to experiment and develop the strategy with the highest ROI and as search is paid for on a cost-per-click model, there is very little wastage."

Search marketing channels such as SEO and PPC (pay-per-click) advertising, help companies appear higher on the search listings when customers type keywords related to their company's product or service.

It's like winking in the dark

McNulty continued, "95% of the SMEs we spoke with, believed it would be impossible for them to appear on the first page of search listings so they just overlooked using either SEO or PPC practices, believing it would be a waste of money as they would be unable to compete with their national rivals. However, simply setting up a website and hoping customers will somehow stumble across it, is no longer a viable business plan. You wouldn't set up a shop without letting customers know its address and you shouldn't set up a website without making it easy for people to find."

Forward3D recently launched its specialist SME offering, Forward3D Lite which offers companies with limited marketing budgets access to expert analysts who devise paid search marketing campaigns.