You’ve already done a detailed market research, come up with a brilliant domain name, chosen the right ecommerce platform, invested a great deal of effort into building an outstanding UX, and even created a Facebook page to promote your business.
Then, why are your website traffic and conversion rates still unsatisfactory?
Well, no matter how flawless your digital campaign seems to you right now, it’s missing one critical element – search engine optimization. The moment you decide to launch an ecommerce business, you need to know that there are tens of thousands of companies similar to yours out there. And, the only way to stand out is to optimize your website for search engines and appear on the first page in SERP.
Let’s see how SEO helps your ecommerce business rank.
It Makes you Visible
43% of ecommerce traffic comes from organic searches on Google. Not only that, with the rise of technology, the way people buy products has also changed. Organic search has become an integral aspect of your customers’ decision-making, leading to more than 89% of them searching for a product or brand information online before they make a purchase.
So, what do these statistics tell us?
Even though social media marketing and PPC advertising are on a steady rise, organic search is definitely the major source of your website traffic and revenue. So, by refusing to optimize your site for search engines, you are literally leaving money on the table.
With the rising number of your competitors (who have probably implemented at least some basic SEO practices so far) and your rankings and authority standing still, you’re taking the risk of not appearing in SERP during your customers’ buying journey. And, if they don’t see you, how can they buy from you? Consequently, the lack of your site’s transparency will result in a massive drop in both your sales and overall business growth.
This leads us to the next, immensely important point – your ecommerce site’s rankings on Google.
It Boosts your Rankings
Given the reasons mentioned above, it’s not surprising that top rankings are a pinnacle of any ecommerce business’ success. Unfortunately, there is no magic button that will help you jump to the top of SERP immediately. To do so, you need to optimize your website for both users and Google’s crawlers. Here are several aspects of SEO you need to pay special attention to.
Do keyword research
Studies show that 3.8 million searches are conducted in Google every 60 seconds. So, how do you make sure that your consumers find you? To target the right audience and boost your site’s visibility, you need to use keywords relevant to your niche. This is exactly why keyword research is the foundation of your inbound marketing strategy. It not only tells you what keywords are relevant for your niche, but also helps you find out what phrases your target audience most commonly uses when searching for information online. Only this way will you be able to learn more about your potential customers, provide them with the content they expect, and forecast any future shifts in keyword demand.
There are several vital areas you need to focus on when conducting your keyword analysis:
- Analyze your keyword’s relevancy, search volume, and ranking difficulty. Also, make sure that your keywords are neither broad nor too competitive.
- Take advantage of long-tail keywords for your blog posts. Choose ones that have a large exact match search volume and low difficulty score.
- Do competitor research. Analyze their website architecture, see what keywords they rank for, and where they are building their links.
- Choose the right keyword research tools, such as Google Keyword Planner, Moz’s Keyword Explorer, and SEMrush.
Build great content
Now that you’ve made a list of your keywords, you need to build some quality and engaging content around them. To do so, you need to:
- Use storytelling to evoke emotions and grab readers’ attention.
- Send unique messages that resonate with your audience.
- Address trending topics and answer popular questions.
- Add a CTA link or button to guide your customers through your sales funnel.
- Deliver a multimedia experience with videos, photos, infographics, memes, gifs, comics, and eBooks.
- Eliminate duplicate content that compromises your rankings by using content optimization tools like Copyscape and Screaming Frog.
Polish up your on-page SEO
Google is getting smarter every day. Precisely because of this, to improve your performance, you need to make wise on-page SEO changes. Let’s see some of them:
- Optimize title tags by making them short, descriptive, original, and relevant.
- Use schema markup to “tell” Google what your content is about.
- Build a search engine sitemap to boost your chances of getting ranked.
- Improve page speed to minimize bounce rate.
Build your links properly
Link building is not dead. On the contrary, it still dominates the world of SEO. To harness all the power of this practice, you need to build links that are relevant for your content. Here is how to do so:
- Nurture strong relationships with online communities in your niche.
- Post your content on high-quality sites only.
- Implement interlinking to simplify the process of page indexing.
- Eliminate spammy and suspicious links.
- Find and fix your broken links.
- Use a link prospecting tool to automate your link prospecting and find authoritative link building and influencer prospects.
It Minimizes Costs and Maximizes Revenue
When it comes to the implementation of SEO alongside your digital marketing practices, it needs to be data-driven. Do your homework and conduct a thorough research on your market, competitors, and your business’ state. Based on the data you collect, you need to come up with a detailed plan, specifically tailored to your business’ resources and strengths.
Why is this important? When executed properly, your SEO efforts will be highly effective, minimizing costs and maximizing revenue. Most importantly, by building a strong SEO strategy, you will be able to attract more consumers and get them to convert without having to pay for website traffic. Unlike paid search traffic, organic traffic is free – there are no costs per click, costs per conversion or costs per impression.
It’s a Long-Term Investment in your Credibility
PPC ads are not that expensive, but what happens when you stop paying for them? Your traffic will drop almost instantly. As you can conclude from the previous examples, SEO doesn’t work this way. Unlike paid ads, it doesn’t have a shelf life of a few weeks, months or even years. On the contrary, it is all about results that are highly targeted, affordable, and long-lasting. It allows you to keep pace with the latest industry trends and build your practices on top of one another, without having to start from scratch. This way, your SEO campaign will gradually evolve into a powerful entity that is only getting stronger over time, helping you beat your competitors and dominate the market.
Back to You
Search engines are deeply embedded in the everyday lives of your customers. This is exactly why optimizing your ecommerce website for them has become the nerve center of your success. Only by merging your SEO efforts with other digital marketing tactics will you be able to boost your rankings, drive quality traffic to your site, boost conversion rates, and most importantly, build lasting relationships with your consumers.