The findings of the SEO industry research also discovered that 85% of retailers are happy with the results of their service.
The research, which polled 200 e-commerce and marketing managers in the retail industry, showed that 82% of them felt that their search marketing operation was a key driver to their business, with most working with an agency to help deliver their strategy, news feeds and other content.
The results revealed that 74% of retailers worked with an agency either exclusively or as part of a relationship with an in-house team. The remainder handled their SEO requirements completely in-house, with no external assistance.
There are some issues in getting SEO strategies put in place, however. Resistance in other departments was found to be an issue, while problems with making a strong enough case to the rest of the business was also cited.
The biggest stumbling block was down to technological resource and capacity, with many websites still being created with SEO as an afterthought rather than a driver. Such an approach can be an expensive one.
In some cases, it is estimated, up to a quarter of all retailers could be spending £100,000 more than is necessary on wasted SEO implementation as a result.
With SEO such an important part of modern retail models, addressing such mistakes and fixing the problem is an essential requirement.