E-commerce websites can often seem overwhelming and cumbersome to manage, but an effective information architecture, and SEO and content marketing strategies can make a huge difference. Nothing that is offered below is complicated, difficult or expensive …
The powerful impact of SEO harnessed in content marketing
SEO can be a powerful tool. I’ve seen clients double or even triple their sales by attracting more qualified organic search traffic. This is often followed by an increase in offline sales in local stores, as more customers find their ecommerce site on a Google search.
Thanks to a decade of consultation on natural referencing for small, medium and larger customers, we have collected some precious ideas that we are trying to put in place in our customers’ strategy. Let’s take a closer look at the winning strategies of successful websites and ecommerce businesses.
- Successful e-commerce companies use research and analytics data to justify their strategy.
Obviously, a business should meet the needs of its customers. But many ecommerce sites are built without even looking at the research data. It’s a shame at the methodological level and for the discipline!
Successful e-commerce sites, including those with multiple outlets across the country, gain a systematic advantage by doing their research and analysis before formulating a customer-focused SEO and content strategy. They find out what people are looking for on Google by studying the search terms, phrases and keywords carefully.
Just by looking at the search volumes, you can get an idea of the products with the highest (and lowest) demand. Knowing this, everyone should be eager to get started with professional keyword research and analysis. Combining research data with sales figures and conversion rate data from their web analytics makes it easier to predict financial results … even before a SEO strategy is implemented.
SEO analysis of search volumes (for example on Google trends) on search phrases used by customers helps to estimate the total market share on Google. Marketers can then compare it to competitors using tools like SEMrush that measure conversion percentages and market share by category and subcategory. When combined with historical sales numbers and profit margins in popular categories, this provides a realistic picture of the business location, performance and the opportunity to increase market share.
This exercise makes it possible to prioritize their concentration on the best-performing segments and to reap great benefits in increasing sales. In general, this kind of “business plan” is tedious to carry out, but much appreciated by management to make decisions more easily.
In successful e-commerce businesses, data is everything. Strategists just go through facts and figures. Experts and consultants are hired to help, and their value is assessed not by the time spent on research, but by the value they bring in through the addition of sales and revenue.
- Information architectures and website structure are customer-centric.
The website of a successful e-commerce company does not reflect its organizational structure. Instead, the focus is on what customers want to find.
By using Google’s research data to find out user intent, smart marketers first identify frequently asked questions and solutions that customers are looking for. Addressing visitors quickly and clearly is a great experience because they feel understood and taken care of. You want your customers to be impressed with how the website deals with their concerns and requests.
To provide this rich online experience, successful ecommerce sites organize the available research data to find questions, needs, problems and significant issues that potential customers may have. From there, they can create a customer-oriented information architecture that is efficient and easy to navigate.
- Their content strategy is based (again!) On research data.
As search engines such as Google integrate earlier in the buying process, often at the decision-making stage, content has become more important in targeting and penetrating markets. Companies buy more content. And agencies are selling more, hiring writers to create new content.
The best content marketing investments are, of course, based on consumer data, such as keyword research and analysis. Business owners who earn income and profit quickly create only content that influences sales or helps build long-term relationships.
Leaders of successful ecommerce entities know that it is more effective than SEO consultants and content producers work together. They facilitate cooperation between teams and involve all stakeholders from the planning and implementation phase. They keep all the key players informed about progress and future plans so that everyone is on the same page.
- They solve critical problems at the start of the planning phase.
Successful e-commerce business leaders are not in firefighting mode during production or post-production. They don’t rush into website planning without the input of all relevant stakeholders – including an SEO consultant.
The development of a customer-focused e-commerce site begins with a comprehensive keyword research and analysis by a professional. It’s a great opportunity to find out what millions of micro-moments reveal about the desires and fears of their customers.
This is more valuable than telephone or email surveys. People may not tell you what is really bothering them. But by observing their behavior online, you will get valuable information about how they work. The research data will provide a panoramic view of clients’ unfiltered thoughts and track their behaviors.
- They follow SEO best practices for ecommerce sites.
Successful organizations develop plans before they start coding. They seldom find themselves caught in a nightmare because they did not plan something in advance. On the other hand, their less successful counterparts are frequently stuck in a position where sales have underperformed – sometimes for many years – because someone forgot to implement known SEO best practices.
Proper planning and preparation allows performers to get proper instructions from developers, which results in better coding of the website, which should not be completely redone later if problems arise. In summary…
Search engines have never been so integral to the lives of your customers. Ignoring SEO is like sending your customers to your competition. Knowing that content and SEO must be integrated, it’s time to focus on everything that drives business results and achieves business goals.
Put your head in the sand and believe that SEO in e-commerce is just a fashion will leave you more than behind the pack. There is much more than content production, strategy and marketing. As a business owner, if you are absolutely right and create productive teams that can bring winning synergy, you will have done a great job for the future success of your business.
After learning these simple strategies, share them with someone else who could benefit from them or put them in place yourself and give us feedback stating your positive or negative results.