This is not one of those articles where we will put the traffic channels in a ring for a dispute but we will talk about the importance of SEO for e-commerce, and why you should start today to stop depending on both paid media.
Financial sustainability in e-commerce
If you own an e-commerce, it’s practically raining in the wet to say it’s one of the most crowded markets these days. The fight for winning new customers, and especially loyalty to the current ones, takes away the sleep of many companies and marketers.
But one point draws the attention in the moment of winning a customer, its cost of acquisition. It is not uncommon to see waste of money burned in the media to bring new visitors to the store, without even realizing the effectiveness of the campaigns, the amount spent, and therefore the ROI generated by them.
For this, the marketing strategies used in channels like SEO, become key to balancing this balance and make your sales more sustainable.
But keep following this content to find out more.
The fierce dispute over positions
Being in the top positions of Google is not cheap thinking about sponsored links campaigns. But if we look at the SEO side, even if it does not involve a “financial cost”, there is also a dedicated time and a lot of applied knowledge.
But as you can read at the beginning of this content, we are not here to wage a dispute between these channels. On the contrary. They are complementary channels, which if well worked and together, will make your results much better.
The union between SEO and Media pays
When you will work SEO for e-commerce, one of your allies is the paid campaign itself. That’s because the information is – or at least must be – shared.
In paid campaigns, the most common is to have tests and more tests done on campaigns, keywords, ads, and this can serve as a foundation for your SEO actions.
Working the words with the highest search, the ones that convert the most, the ads with the best copys, and the ones that always friso, those words where my organic positioning is not so good, but paid dearly for the word.
Imagine the resource economy spent on campaigning you will have by positioning these terms organically.
ROI – What to watch out for?
And that is where we should remember our ROI. SEO campaigns and paid media handled in isolation will hardly bring your best ROI. Just like any marketing strategy that is not together.
But taking SEO specifically for e-commerce – why investing and stopping relying on paid media, the theme of our content, is a key part of your marketing strategy and search for cost reduction in media.
In order for your e-commerce to grow in a sustainable way, it is inevitable to get rid of the dependence on the media, and bet on organic channels, such as SEO itself and Email marketing.
Even because more and more the CPC of words are inflating and ending the profit margin of many e-commerces.
How to improve SEO for e-commerce
But you must already be tired of knowing the importance of SEO for e-commerce, how it can help you increase your visits, your sales, increase brand presence in search engines and everything.
Now is the time to see if key actions are being taken and what you can improve to increase traffic and your sales organically.
In SEO I try to simplify in three pillars: Content, backlinks and HTML structure.
One of the main requirements to increase ranking is good content, working the keywords that your persona seeks, understanding your journey of purchase.So, here are some tips:
- Enter content in store categories and subcategories.
- Have a good description of the products. And here is not only content focused on technical issues such as size, color, fabric and so on. Explore the benefits of the product, how it can be used, something that helps your audience, eliminating possible doubts.
- Avoid copying and pasting content sent by the manufacturer. In addition to having duplicate content, this does not help the customer experience in finding information that really helps.
Backlinks remain extremely important in an SEO strategy. They are authorities who are pointing to your site as a reference for a topic, and that has its weight.
It is important to identify links pointed to your site that are toxic, and with that, correct them, delete them, or even give no-follow, indicating that Google does not follow that link.
Look for domains with good authority, relevance, subject related to your persona, because in the end, it is not traffic what you are looking for, but sales!
Through tools like SemRush and even Google Search Console you can identify the problems reported on the site. They can be duplicate title and meta, crawl error, page 404, or other errors that impair your performance, user experience, and negatives that influence Google’s rating.
Being aware and fixing mistakes is an important step when you do a SEO planning for e-commerce.
When it comes to e-commerce, one of the difficulties in selling is the lack of traffic. As you can see, relying solely on media will make your growth very expensive. So combining paid media strategies with organic ones like SEO can make your sales take off, your costs cut, and profits increase. Be sure to work these actions together and of course in need you can hire subject matter experts as a digital agency or an SEO consultant.