SEO Is The Way To Go – Say Experts

Online retailers looking to save money but improve the online customer
Gene Alvaraez
Research Vice President
experience should switch to search engine optimisation.

The recommendation is revealed in the 2009 report ‘Cost Cutting in E-Commerce,’ by Gartner – the world’s leading information technology research and advisory company.

Switching a company’s e-commerce software to non-customised platforms and funneling the savings into functions such as search engine optimisation (SEO), is the way to go in a recession.

Research vice president at Gartner, Gene Alvarez, says: “These savings can then be used to direct custom development efforts toward functions likely to have an impact on differentiating customers’ online experience, such as SEO.”

He adds: “Except for market leaders, such as Amazon and eBay, custom development is likely to be a waste of effort and money because it supports functions that do not enable a differentiated online customer experience.

“For example, a developer who supports a commodity function, such as shopping cart management, would be better to develop rich internet shopping capabilities or improve site design for search engine optimisation so that the site can rank higher in a Google-based search.”