Search engine optimisation (SEO) is not an option but an essential feature of any successful website, it has been claimed.
Commenting in her Search Engine Land blog, Jill Whalen, chief executive officer and founder of search marketing firm High Rankings, said that assuming a website will achieve search engine listing organically is "foolish".
"SEO can no longer be considered an option that can simply be added on later. Let's face it, a website that can't be found in Google is nearly useless," she remarked.
Some businesses are not willing to pay for search engine marketing when their website is being built, added Ms Whalen, warning that the cost of SEO could double if firms change their mind later.
Younger people now find everything they need through search engines, she concluded, therefore SEO is a crucial feature for any business which wants to succeed.
According to online intelligence service Hitwise, Google is the leading search engine, conducting 64 per cent of all searches in the US during October.
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