SEVEN per cent of the £4bn retail sales in the UK is spent online, according to analyst group IDC.

However, there are more sales generated as a consequence of consumers researching their purchases online and then visiting the store to make the purchase.

In fact, more than half of consumers research online before making their purchases.

These figures give companies a great opportunity for increased sales revenue.

However, many companies are failing to take advantage of this growing market. How can companies get a slice of this business?

First, we must take a look at the online customer. More than 75 per cent use a search engine to find a selection of sites that sell the product they want. However, the consumer only looks at the first page of search engine results.

That means if you have a website and a consumer carries out a request for your product on a search engine which results in your site not being on the first page, then the consumer won't look at your offering.

That is where many companies are failing to understand the importance of search engine ranking. But how can companies raise their search engine ranking?

All companies have partners, suppliers and customers that could be used to increase the popularity of your site. Encourage them to link to your site whenever possible, which will increase your site's popularity.

The content of your site must focus on keywords that define your company's services and products.

These keywords should focus on a theme that is repeated throughout the site and should run along the top of the web browser. Search engines take these keywords or phrases as the most important way to understand a site.

Lastly, make sure the site has a good design that is easy and simple to navigate. Offer HTML as well as Flash animation. If possible, make your URL simple and not too complex.

Focusing on users is the key to getting search engine placement and traffic, which will increase your chances of grabbing a slice of the £4bn spent online.

* Michael McMeekin is managing director of Wisdom IT. Log on to www.wisdomit.co.uk

Published: 18/10/2005