July 18th, 2010 by Susie

Recent research has underlined that the United Kingdom has the largest search engine optimization sector in the European Union. One respected commentator has argued that the infamous British weather is in part responsible for this. They have highlighted how online firms typically fare worse in hot weather. However, the popularity of SEO in Britain could be the result of cultural factors which are not related to the climate. Nor is it the case that hot weather has an adverse impact on online firms across the board. Hence further exploration of the reasons behind the trend is needed.

At Searchengineoptimization.co.uk we always examine relevant trends in search with care, because we know that this puts us in a great position to assist clients with their campaigns. Research, monitoring and analysis are essential tasks which inform our multifaceted campaigns.

Just because the climate is generally hotter in France, Spain and Italy than in damp Britain does not necessarily mean that is why online firms are prospering and proliferating to a greater extent here than in the other European states. Britain is culturally closer to the United States of America than many other European nations. In politics, in economics, in films, in music and in fashion, Britain and America are closer than the geography might imply. It is arguably the cultural commonality and the shared language that have made it easy for British people to start using the net like their American ‘cousins’ do. Historically, there are also many connections between the two states and while the ‘special relationship’ may have been a bit one-sided recently, it nevertheless has more or less endured for many decades. Many British people instinctively admire many aspects of American culture.

The climate of Britain may be in part responsible for the popularity of the net. However, sales on the net are often linked to broader economic trends. If consumers feel confident about the future and have disposable income in significant amounts it may have more of an effect on traffic and conversion rates than a few weeks of warm weather. Nor will products like garden furniture or sandals sell badly when the temperature increases.

A major factor in the propensity of consumers to access goods and services online is their feelings towards new innovations in the technology. In the United States and Britain consumers have been particularly quick to be attracted by new mobile devices and so on. The same is true of the new social media networking sites. Social media marketing makes the maximum amount of sense where large numbers of people are engaged with sites like Facebook and Twitter. Facebook and Twitter have become international phenomena, but they are especially significant players in the English speaking world. So SEO and SMM are popular in these nations in part because they have been so fast to adopt ‘the social’ aspect of the net.

While it may be devilishly problematic to establish precisely why Britain loves the net so much, given that there are multiple interacting factors, it is more crucial to understand that it does. It is then possible for an online firm to profit from the emerging opportunities, with the help of specialists.

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