It is widely acknowledged that Search Engines are a critical medium for driving website traffic. In fact, 93% of all online experiences begin with a search engine such as Google. Despite this, Search Engine Marketing (SEM) continues to be one of the most misunderstood and underutilised online marketing channels. Most businesses miss the mark in the search channel, losing a great revenue opportunity in what should be the most profitable channel.
The Australian retail sector is most at risk, as major Australian retailers currently can still afford to miss the mark: For large brands “Online” is often only equivalent to 1 out of their 400 physical store locations, Australia’s online retail market is underdeveloped, accounting for less than 10 per cent of total retail revenue, compared to 20 per cent in the UK.
However, this is about to change, with strong international players entering what used to be a market protected by geography.