Positive about findability, concerned about Google

SIDN Panel survey looks at SEO for the business community

The Google data center in Eemshaven in the Netherlands.

A few weeks ago, we published an interview with SEO expert Chantal Smink about developments at Google. Recent updates to Google's search engine have caused a stir amongst experts, affiliates and bloggers because the changes seem to significantly diminish the effectiveness of existing SEO techniques. Against that background, we asked the SIDN Panel for their views on SEO, receiving responses from 119 of the Panel's 500 members. The survey's main finding was that panellists are optimistic about their own findability, but do have misgivings about Google's power.

SEO is the main website promotion tool

For a small business that wants to get its website noticed, the most important thing is to work on organic findability. Of the entrepreneurs on our Panel, 73 per cent make active use of SEO. For two thirds of those, or half of all respondents, SEO is the main tool for boosting site traffic. Indeed, 20 per cent of respondents rate SEO indispensable, and small businesses (1 to 5 FTEs) devote an average of a quarter of an FTE to website findability.

Bar chart showing the results of the SIDN Panel's response to the question of how members promote their website.

Optimism about the future

Strikingly, most of our Panel members aren't currently worried about their own findability on Google: 68 per cent said they were satisfied or very satisfied with their findability. In fact, 31 per cent expect their findability to improve in the year ahead, while only 9 per cent expect the opposite.

Google a cause of concern

Nevertheless, insofar as the business community is worried about findability, Google's updates are the main reason.

How important will each of the following factors be for the findability of your website in 2024? (n=119)

Updates to Google's search algorithm

60%

Online consumer behaviour

51%

Competition

39%

Our business's resources/expertise

39%

Our business's SEO budget

15%

"Google can change its algorithm any time. And so we can lose out any time!"

Quotation from Panel member

Domain names and hosting

We also asked Panel members whether they expected reduced findability to have implications for hosting and domain names. From their responses, it's clear that most don't see hosting and domain names as dependent on findability. However, nearly half think that reduced findability could lead to them investing less in their online business operations. If findability declined, a third of respondents would consider switching to another (cheaper) hosting service provider, and a quarter would look at reducing their domain name portfolios.

Suppose that your business website becomes harder to find on Google. To what extent would that affect each of the following? (n=119)

Investment in online business

46%

Relationship with hosting service provider

34%

Retention of existing domain names

25%

Registration of new domain names

20%

Interested in joining the SIDN Panel?

The SIDN Panel is a group of entrepreneurs and other domain name registrants, whom we consult about internet developments. Panel members receive a monthly (Dutch) questionnaire, and respondents go into a draw for bol.com vouchers. So why not give it a go? Read more about the SIDN Panel.