Nowadays, nobody denies that being visible online is important. Let me confirm and even add that it is actually crucial. And to do so, an SEO (Search Engine Optimization) strategy is definitely needed.

1. In many cases being visible on the 1st ranking page (SERP) of the main search engines - mostly Google as they have more than 90% of market share - makes the difference between attracting a customer or losing him/her. In fact, less than 2% of people will click on your website shall you appear on page 2 of Google search whereas CTR (Click-through Rate) could go up to 30% on page 1.

2. Being visible online is good, but being visible for the good reason is far better. In order to avoid strong bias and poor correlation / causality, it is mandatory to have a clear definition of one's vision and objectives.

3. Shall you make your shop, product, service or solution visible to the wrong target at the wrong timing with the wrong comments and key expressions, guess what ? Results won’t appear as convincing as they should, or worse, they could even have a damaging boomerang effect. On the other hand, dedicate the right resources within a clear goals & timeline and bingo! : customers knocking at your door.

Defining your goals, targeted segments, most appropriate backlinks, competitive advantages among other factors do matter to achieve good results and have to be part of your digital strategy, hence global strategy.