Dutch web shops believe in Search

Tue 10 February 2009 14:33, Bas van den Beld

Dutch web shops believe in Search

Dutch web shops are making more and more use of search engine marketing. Research initiated by Dutch SEO-company Traffic Builders and performed by Market Share shows the awareness amongst web shops to use search engine marketing is growing.

More than three quarter of the researched web shops says it won’t cut back on the search budgets in 2009 despite the financial crisis. 64,2% actually said it would higher the budget. These numbers might seem big but one have to keep in mind that budgets are max 5 percent of the turnover.

Print media will feel the move to online advertising. 51,1 percent says it will spent more on search advertising in the upcoming year and will take that money away from the print-budgets.

Search engine optimization is regarded to be the most important online marketing channel. After that comes search advertising. However search advertising is being used as a marketing instrument more often than search engine optimization. Reasons for that are not given in the research but Traffic Builders believes that is because SEA gives faster result and is better measurable.


Though respondents believe SEO is important most of them feel that the industry is still very immature. Though 44,8% believes the industry’s image is improving they feel there is still a lot to gain in terms of knowledge, transparency and innovation.

Almost half of the respondents feel they want to do SEO in house. But when asked what kind of agency they would use when performing SEO out house most of them (52,9%) want a specialized agency.


The entire research paper (to be downloaded at the Traffic Builders website, PDF in Dutch) shows some more interesting numbers. A few numbers given:

  • 86,4% believes online marketing is the most important marketingchannel
  • 62% believes of all online marketing channels SEO is the most important one
  • 50% wants to do SEM in house
  • 49,5% uses online marketing as part of their marketing strategy
  • Online marketing is mostly (35,9%) used for generating leads and selling products (23%)
  • 47,3% is happy r very happy with their SEA activities
  • 17,6% still believes it should use a web-design or web-development agency for SEM

  • Comments (2)
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Comments (2)


  • I participated in the survey that this study is based upon so I received the PDF in my inbox recently (and wanted to blog about it here, but you beat me to it :)). The survey was conducted among attendees and interested parties of the Webwinkel Vakdagen conference.

    The results show that search marketing is a focus area for those surveyed, but I would like to point out that attendees of the WWVD generally tend to be more internet-aware people anyway. I don't think the outcomes of this study are representative of the whole of the Dutch online retail landscape.

    Di 10 feb 2009, 16:23

  • Good addition Barry, thanks!

    Di 10 feb 2009, 16:24


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