search engine optimisationMarketers will feel SEO is old hat and has been here for an eternity. Yet in advertising history the concept is barely out of nappies. It’s hardly surprising few business owners know what search engine optimisation is.

Particularly old school CEO’s who make the money decisions.

So how do you convince the decision maker that your company needs SEO? Furthermore, how do you explain what SEO is in a way they will understand? Phwoof!

The last problem you will have to resolve yourself depending how tech savvy and modern-minded your CEO is…good luck with that! But to help you explain the benefits here are a few “keywords” you can use to identify the key points money men do understand.


Traditional advertising is expensive. And in many cases the return on investment does not justify the outlay. Advertising in local newspapers and magazines is costly, radio and TV astronomical. SEO on the other hand is much more cost-effective. In many areas, such as social media marketing, it costs nothing but your time.

To lower expenditure on SEO of course, it helps if you have a member of staff who is tech savvy and can handle the technical aspects. Alternatively, use freelancers as and when required. You should weigh these costs against traditional marketing methods. The best way forward is to integrate SEO in alongside your traditional marketing and chop out costly strategies.

Target audience

Traditional marketing reaches a wider audience – but is it reaching the right audience? SEO works by using keywords that identify your business, your products and services and where you are based.

By using relevant keywords, search engines will identify your website as a match for the search request. So if you sell shoes in Manchester, your keywords will be “shoe”, “shop”, “Manchester.” Other keywords will be the make and/or style of the shoe.

For example, a search query may be “shops that sell ankle strap shoes in Manchester.” SEO therefore helps you target a specific audience who are ready to buy rather than canvas wide groups of people that have no interest.

Attracting customers

The number of people using the internet to shop is growing at a phenomenal rate. A study conducted by Retail Research shows that Ecommerce transactions in the UK alone amounted to £44.97bn – a 15.8% increase on the £38.83bn spent in 2013.

These figures are phenomenal. And the good news is, eCommerce is continuing to grow. Indeed, mobile shopping is expected to become the driver for online consumerism.
Furthermore, there a bundle of apps and mobile marketing strategies you can use to proactively attract customers to your store. Social media networks also enable you to attract traffic and raise brand awareness.

By using local searches and GPS technology, you don’t have to wait for a customer to come into your store to interact with them, you can invite them first by sending a message offering a deal.
We are living in the age of technology and soon enough virtually everything will be, well, virtual. Consumers not only use online resources to research shopping opportunities, but with the emergence of NFC technology, also use their smartphones to do their shopping.

Everything is going online and the best way for business to survive and thrive is with a website that is optimised for search. That is not to say that SEO should replace your marketing campaign entirely, but it certainly needs to be incorporated.