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According to John Spagnuolo, president of research firm the New Media Institute, company bosses who fail to deploy a search engine optimisation (SEO) strategy could be doomed.

As the web becomes the dominant consumer medium, he warns that managers need to ensure consumers can find their website or they may struggle to attract new customers and compete.

His company commented: “In this new media age, if a company’s products or services can not be found within the first page of search engine results, they may be doomed to failure.”

This means SEO ought to be a “major focus” for any company trying to attract clients through the web, Mr Spagnuolo added.

Online resource E-consultancy has published a guide to SEO, warning that it is vital to adopt best practice when optimising a website for search engines as otherwise a change in the algorithms can dramatically affect a company as it drops out of the top rankings.

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