Such missed opportunities have a clear cost: nearly half (46%) of respondents estimated that organic search influenced more than a quarter of their organisation’s revenue. More than one quarter (26%) think it accounts for more than 50%.

The report is based on a survey of 366 professionals with responsibility for their organisation’s marketing, data and technology, fielded in September and October 2020. Responses were fielded globally, including the UK, Europe, North America, Asia-Pacific, the Middle East, and Africa.

Michal Magdaziarz, CEO, DeepCrawl, said: “Our Digital Future report has revealed a disturbing contradiction. While the consensus is that organic search has never been more important and will be the most significant driver of revenue in the future, senior marketers report that SEO is still not given enough strategic weight or budget.