Search Laboratory

Where should SEO sit within a business?

Where should SEO sit within a company? Historically the answer to this would have been an extension to the digital marketing team, in some cases even in I.T, and always siphoned off as a separate marketing element.

This approach, born of technological black-hat tendencies is, like so many in the industry, outdated.

Three tips for an international SEO strategy

One of the key challenges for businesses planning international expansion is tailoring their content and SEO strategy to local markets.

The intricacies of local language and colloquialisms means it’s not as simple as just running your keywords through Google Translator and hoping for the best.

At Econsultancy’s Funnel B2B marketing conference Search Laboratory’s Ian Harris outlined the three steps involved with adapting websites for international markets.

Here’s a run through of his main points…

64% of decision makers don’t see internet as key to foreign trade

Almost two-thirds (64%) of senior decision makers in large UK firms do not consider the internet to be in the top three most important channels for driving overseas trade.

This is despite the fact that the global e-commerce sector, projected to drive $1trn in global internet sales next year, continues to evolve rapidly.

The finding comes from Search Laboratory’s new Web Magnetism report, which interviewed 350 senior decision makers from UK companies with 200 employees or more.

It shows that around 85% of worldwide internet users buy goods and services online. Europe accounts for 35% of global online spending, which reached €550 billion in 2010.

The report asserts that in order to continue to grow profits businesses need to exploit the revenue opportunities afforded to them by global e-commerce.

This is backed up by statistics from our recent report, The Internationalisation of E-commerce: A Best Practice Guide.