What Are the Strengths, Weaknesses, Opportunities and Threats of Searc…
Search engine optimisation (SEO) is becoming one of the primary marketing tools for all types of businesses across the globe. The UK is the biggest user of search engines, with around 80% using natural search according to Hitwise and Econsultancy. For this reason alone, it is vital that any business takes SEO seriously as a tool to drive leads to their website. Here is a SWOT analysis to run you through the best and the worst bits about search engine optimisation.
Strengths
* It is widely becoming recognised as a core activity in any marketing plan. Visitors spend on average 20% longer on a website when coming through search engines (comScore/SEMPO study)
* SEO tends to be a cheaper option than Pay Per Click
* SEO can compliment any PPC activity, for example Honda customers were 42% more likely to recall the company if it appeared at the top for paid and organic searches
* Appearing at the top of searches builds on your brand recognition and awareness and makes you appear dominant in your sector
* A study by De Vos and Jansen in 2007 showed 97% of users viewed the organic results for longer than paid results
* With excellent tracking technology and statistics it’s possible to measure Return on Investment (ROI)
* SEO allows you to adopt a more long term strategic approach
* Search is becoming more sophisticated so consumers are confident they are getting genuine, relevant results
Weaknesses
* Search engines continually refine and reinvent their rules and requirements which means you can never guarantee the success of a strategy
* There are a lot of poor quality agencies out there who have jumped on the SEO bandwagon who may not give clients the ROI and results that were promised or suggested
* SEO can be resource-intensive and it can take a long time to get the results
* There is little or no industry regulation
* Google is very secretive about its ranking criteria
* SEO is complex and can take many years to grasp, understand and master
Opportunities
* With a greater understanding of search engines requirements you can update and adapt your website to make it more SEO friendly
* Think of new strategies for less popular searches to improve your chance of reaching page one on Google
* Well planned SEO strategies mean that you can take the advantage over competitors who are not exploiting search marketing
* Social media and mobile marketing are creating new organic search opportunities for businesses
* Google’s development for new products and features means you can personalise how you optimise your site for your business e.g. Google maps, local listings.
Threats
* There are many websites out there using unethical methods of increasing their rank and slipping through the net
* With an ever evolving rules and regulations it is hard to keep up with what is ‘right’ and ‘wrong’. There are huge grey areas and sometimes you don’t know you’ve fallen foul of the rules until it’s too late
* It’s hard for smaller players to regain visibility after being penalised and there is little or no right of appeal for being banned
* Lack of hands on, long term experience within the market
* Poorly performing agencies who under-deliver can damage client-side perception and investment in SEO
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