In the digital era, trends do not last long. The trends known and followed today, tomorrow will be already obsolete. This fully applies to online marketing issues. The field re-designs itself almost daily. Digital advertising experts chase frenetically the latest must-have of online communication, always with the awareness that they might miss the highlight of the moment.

This is a mistake. This is because, instead of chasing every trend popping up every moment, somewhere, in the immense online world, we should rather complete the duties of online marketing in a better way. For example, proper search engine optimisation.

SEO, still (and probably for another while) the foundation of online marketing

It is remarkable: in a few weeks, 2016 will begin and many companies still did not understand how important search engine optimisation is, in order to achieve success with their digital business. Up to 70% of the website traffic, provided that it is search engine optimised, stems from Google’s search results page. This is because, in spite of all trends, SEO is still the single most important measure in the realm of online marketing.

Also search engine optimisation has a cost, this is unquestionable. Nonetheless, investments in SEO are usually the most efficient kind of online advertising. To put it in another way, the customer, originating from Google’s search results, is usually the most convenient of its kind in terms of marketing expenses faced by a company.

However, search engine optimisation fulfils its objectives in the (online) marketing-mix only if it receives the relevant amount of attention within the company. For example, often the SEO manager is left occupying a marginal position of the organisational structure, thus he/she is lost.

SEO belongs in the middle of the scene. The search engine optimiser must be integrated in all (online) projects and must be consulted. SEO is a complex process in which many screws should be turned and adjusted at the same time. This works only if the person in charge of that field of expertise has the right to get involved and makes himself/herself heard.

An example: the content of a website is as relevant for the success of SEO measures as design and usability of the online appearance. With this regard, Google requires the highest with increasing attention. In order to achieve the best results, graphic artists, web programmers, sales, marketing, editing and management must work closely together with the SEO manager and take his/her recommendations into consideration. Working on a project as an interconnected team is then the secret to success.

Given the increasing amount of needs in almost all business areas, this job becomes more challenging. This is because, not only the web field develops rapidly, but also the Google search is, technologically speaking, strongly driven by innovation. Since a long time, it is no longer enough to turn the single Google screws in order to improve the ranking. The growth of the number of mobile users alone changes digital habits in the long-term and destroys the existing ones. The share of mobile internet usage is higher than that of notebooks and PCs since a while. However, users have a completely different approach when searching on a smartphone rather than on a desktop PC. The keywords that performed wonderfully in the past months, lose relevance. Long loading time of mobile websites have catastrophic effects on search engine rankings, or let impatient visitors get away even before they actually get to see the content. Many links contain references to your website? Unfortunately, in the mobile world this does not matter much anymore. Instead, the so-called “structured data” are much more important – but these are not yet offered by many web appearances.

You realised where I want to get: the work of search engine optimisers was never as hard as now. At the same time, SEO is also the most efficient online marketing discipline. However, it needs space and relevance in order to be effective. As a result, companies now have to lay the basis for the future. Because the complexity of search engine optimisation measures will increase further in the next months. Businesses, whose processes are perfectly set for this challenge, will win and earn a leading position. Those who will begin later will never be able to catch up.

Use the last weeks of this year and formulate your New Year’s resolutions. Shift a sufficient marketing budget for 2016 towards SEO and finally give to SEO the degree of importance it deserves.