Generating or building leads is the purpose of
all forms of search engine optimization strategies. Anyhow, there exist some
differences between search engine optimization for usual website lead
generation and SEO for an
ecommerce site. Experts in the industry describe the former simply as
‘lead generation SEO’. It works by building leads in such a manner which will make
those potential customers consider the related business the first possible
option for an item or service. Here, we will explain this with an example.
In SEO for lead generation, digital marketers
promote an entity in a manner that makes it the first manufacturer that people
associates with an item or service. You might regard many brands as the finest
ones for a certain service, such as Spotify for audio streaming, and Netflix
for video content streaming. These have been capable of generating their reputation
as the world’s finest streaming brands through top services and marketing.
Many brands are direct rivals of others; retailers,
restaurants and more businesses often gain customer trust, but how do they do
it? Ecommerce website SEO causes the first, hurried interaction between customers
and a brand. It introduces many customers to an entity or brand.
People often google keywords such as ‘best
restaurants near me’ or ‘clothing stores near me’, and the results they see will
be related to ecommerce SEO.
Conversely, SEO for lead generation enables you to fully relate the image of a
brand to the best receivable things. These things may not necessarily be
products alone, but they can also be services and experiences.
The process of SEO for lead generation is more
about nurturing an association with customers. It has little to do with creating
a rushed buying decision. Therefore, customers will not be inclined to look for
an offering, i.e., service or product, on Google. Through a solid brand image,
an entity can create its presence in the minds of customers always.
Thanks to this sort of SEO, customers can buy your
offering without you having to remind them that your entity ranks first on SERP.
For instance, when a lead should have their pool maintenance done, they will
contact the related business and tell it to return for a month-wise service. In
that case, the already established association will mean that they will not
have to check which business ranks on the first page of Google search results.
Digital marketing has taken over
traditional marketing strategies over the years. More and more businesses are
realizing the advantages of SEO
marketing and other digital marketing activities. If you decide to hire
an eCommerce SEO
agency for your business, you have taken your first step towards success.
Hiring an SEO agency requires a
lot of homework. The agency will be working with you for a significant
time-period and devise several SEO strategies for your business. Therefore, you
should be thorough in the hiring process.
Here are some of the important
tips for choosing the right SEO agency for your business.
Figure Out Your SEO Goals First
Before you look for an SEO
agency, you should figure out which areas of your online presence need
improvement or whether you need a new website. Once you figure out your SEO
goals, it will be easier to single out the best SEO company that can fulfill
Collect Relevant Information
Once you select an SEO agency
that might be best suited for your business, you should gather all the relevant
information on the agency before you hire them. You need to look into online
reviews, customer testimonials, case studies, etc. Look into each testimonial
and review to find out whether the agency is on top of the current SEO trends.
Identify The SEO Techniques They Use
Before you hire an SEO agency,
you should ask to see the numbers of SEO performance indicators. This will help
to identify whether the company is good at what they are doing. Most of the
reputable SEO agencies measure the campaign result that will allow them to
refine their SEO strategies for obtaining optimal results.
Set Your SEO Budget
Many business owners make the
mistake of involving in services they cannot afford. Therefore, it is better to
set your SEO budget beforehand while choosing an SEO agency. Ask for the
package deals and the price range before you make a decision. If you want to
select a package deal, look at your SEO goals, and check if the package is
right for you.
Arrange A Meeting
If you finalize an SEO agency for
your business, it is important to arrange a meeting with them before hiring for
your business. This will help you to connect with the entire team that will
work with you. Having a meeting beforehand will help to make them understand your
SEO goals and it also provides an opportunity for the agency to exhibit some of
The website is a
significant part of online stores, as it is the key factor that is responsible
for attracting customers. Hence, it is important for you to optimize the website
structure for ecommerce
SEO. The site structure should be easy to understand for search engine
crawlers and users. In addition to this, it should be easy to navigate and should
serve its purpose. The site should be able to attract more customers and make
conversions. Optimizing the website structure of ecommerce stores is an
important part of SEO
Site Structure And Ecommerce SEO
The site structure is
important for SEO because of different reasons which are mentioned below:
It Helps Search Engines To Understand The Content
A better website
structure will make it possible for search engine crawlers to easily understand
the content of your site. This can improve your search engine ranking, thereby
increasing the visibility of your site among the potential customers. In
addition to this, it will help the search engines to list your site under the
For creating a site
structure that is easy for the search engines to crawl, it is important for you
to know how they work:
The search engines will discover your site on the internet.
They will first crawl your home page and the links from there.
The crawlers will try to understand the structure of the site for
determining how your pages are related and which page is more relevant.
Having a better site structure will allow search
engines to easily figure out how to move through your site. Otherwise, they
will be left without enough clues to know how your pages are related. This will
make it difficult for search engines to index your site based on the relevancy.
Necessary For Providing Better User Experience
Users should be able to easily find what they want on your
site. It should be easy for them to navigate through your site. The links and
other factors should be listed based on the priority so that it will be
possible for you to give a better experience to the visitors. This will also
help you to reduce the bounce rates thereby improving your ranking.
How To Create
You should arrange your site based on the hierarchy.
Add titles, subtitles, tags, etc. that will make it easy for users to
understand your site better. In addition to this, your site should be dynamic,
so that it can easily adapt to the changes.
Site structure is an important part of ecommerce SEO. Having a
better site structure will make it easy for search engines to understand your
site and it can also be beneficial for providing a better user experience. This
can help you to attract more customers and generate more revenue.
Ecommerce has revolutionized the
shopping patterns of people by bringing them to a common online platform where
they can shop at the comfort of their homes. Voice search feature has taken
ecommerce business steps further by making shopping easier than ever.
Features Of Voice
Let us take a look at the
important features of voice search.
Voice Search Has A Smart Algorithm
One of the initial introductions of
machine learning in the market, voice search is an extension of AI. Its smart
algorithm learns the habits and needs of the users and enables the ecommerce SEO specialists
to target the customers based on their susceptibility and impulsive buying
behavior, thereby transforming the dimensions of customer relationship
Although voice search has
simplified online shopping, it should be noted that relying completely on it is
not a practical idea.
Voice Search Is Many Times Faster Than Searching By Typing
When you compare the speeds of
the query you make on the internet by typing in the keywords and searching by
voice, you can easily find that the search is quicker with voice. When voice
search may be able to process about 100 words in a minute on average, the
number of words that can be typed in a minute is between 30 and 35.
Voice search increases your
convenience because you can search for products on the ecommerce website, all
the while doing your daily chores. However, Ensuring the accuracy of voice
search is a major challenge for developers.
Voice Search Will Bring Changes To Branding
Marketing is based on the
perceptions of brands in the minds of people. With the advancements in voice
technology and the growing influence of voice search, branding will not remain
merely visual anymore. They will be heard like they are seen.
Synonymous and popular brands
will be listed in the first page when you search it using voice.
It Enables The Users Make Better Use Of Multi-Purpose Devices
Devices that allow voice search comes
with various functionalities. Using voice search, the customers can navigate
around these features at the same time they are shopping online.
According to a recent report,
shopping based on voice search is expected to cross $40 billion in 2022. With
an expanding user-base, the influence of voice search is only going to increase
in the coming years.
An ecommerce website owner must be sure to leverage search
engine optimization for numerous reasons, many of which are always the same. Selling
is not easy in this coronavirus world, so this time appears inappropriate to invest
in print ads, lead ads and other kinds of advertisements. A business needs
something that makes their market position stronger and that produces long-term
returns, and SEO seems to fit the bill. Now, let us explore further reasons to spend
resources on SEO for an
ecommerce site right now.
To Be Ahead Of The Curve
Several companies are planning to stop their search engine
optimization efforts or reducing their SEO budget for the time being. Conversely,
this may be the time for your business to be noticeably different from the
competition. Staying connected with the target audience through SEO might result
in more love from them for your brand as compared to your rivals. So time might
be ripe to be aggressive in your search engine optimization efforts.
To Better Position Your
You can increase the efforts to put your brand in a much
better position than in the past. The international economy is experiencing a
slowdown stage, but individuals are still spending much time online. Consider
this a chance to increase your rapport with leads and get into new target markets.
Consider how reaching out to your target customers is possible. For instance, you
can use advertisement campaigns or create text content that might engage your
To Spend Less On Paid
Several companies are pausing their search engine
optimization activities, so you are likely to have less competition than
before.The cost per click (CPC) on Facebook
campaigns and PPC campaigns might be lower than before. So reaching out to a wider
audience is possible through a more cost-effective marketing approach.
Individuals Are Googling
Products That Are Not Readily Available
Several cities are on lockdown, so there is a dearth of goods
globally. One has no option but to purchase goods available on ecommerce
websites. When these are unavailable, individuals will Google other similar
products. It can mean much to your enterprise website to be on Google search
It is time to cash in on the shortage of specific products, rank
for these and their substitutes, and create a link building campaign or two
around these items. In the event your business deals in these trendy and easily
unavailable products, this might be the right period to earn further returns
through ecommerce SEO.
E-commerce is often viewed as a
single big market as all it deals with is the online sale of products and
services. Even though that is true, there are significant differences between
different types of ecommerce businesses.
B2B and B2C are two important
types of ecommerce businesses. B2B business deals with business to business
sales, whereas B2C businesses deal with business to customer interactions. In this session, we compare B2B businesses and
The personnel involved in B2B
ecommerce are businesses, where one company gets products or services from the
other. A whole lot of planning is involved in making a buying decision and the
buying schedules are decided according to the departmental needs.
The customer experience is much
different in B2C stores because customers buy a product because it fulfills an
emotional need as purchases are driven by motivation and desire. Your B2C
website has to be designed in a way that the points of friction like difficulties
in adding products to cart are avoided.
The purchasing methodology of B2B
customers is entirely different from that of B2C customers because the
decisions are entirely based on facts, product value and logic. Buying
decisions are not influenced by impulses.
As B2B ecommerce sales involve
business entities at both ends, the orders are placed by a team and not just by
an individual. The sales require the approval of multiple people which is less
common in the case of B2C sales. To take the best sale choice, make sure that
the team which is involved in decision-making is given relevant materials essential
to make an educated decision.
In B2C sales, you do have to
worry much about the purchasing approval, as the purchase is a one-on-one
decision. The ease of selection of products and payment simplifies B2C
ecommerce operations. The fact that a single individual is involved in B2C
ecommerce explains why ecommerce websites focus more on persuasion techniques.
Once businesses find out a
supplier that fulfills all of their business needs, they mostly prefer depending
the supplier for a long time. As long as there isn’t a need to switch the
supplier due to changes in the business environment, businesses continue buying
from the same supplier.
Although finding customers is not
an easy process like in the case of B2C ecommerce, businesses can expect higher
revenues. Average B2B order amounts to about $400 whereas B2C order average is
less than this. As B2B buyers often expect lifetime partnerships, the lifetime
value of B2B buyers will be higher than that of B2C buyers.
Repeat orders are usually made in
B2B ecommerce and the website should be designed by keeping this in mind. Customers
should be able to login and place orders repeatedly. Although the chance of
getting bulk orders is less in B2C ecommerce, keeping a user account that contains
information about past orders is still important.
Focus of Marketing
The primary focus in B2B
ecommerce is on the need that a product meets. The product features will be
given more importance than the benefits that the businesses will possibly
receive.B2B buyers consider various factors like expected ROI, time and money
that will be saved by the product and the product’s role as a financial
investment for the business.
B2C businesses, on the other hand, focuses
more on benefits as emotions can influence the purchase more. Keep your product
message clear and simple as you will be focusing on the end result of the product.
A time-tested approach that sets benefits as the key focus is what the B2C
ecommerce stores use.
Pricing system of B2B ecommerce
sites and B2C sites is different from each other. The prices in B2B markets are
usually kept hidden until the potential customer creates a user account. The
prices are usually based on agreement and are negotiable, with the customers
receiving different prices based on buying history, future purchase agreements
B2C ecommerce sites always
display the prices clearly, indicating that you pay the exact amount displayed
in the website. Stores may offer discounts and coupons during festive seasons
to attract more customers and persuade them to shop from the store. Unlike in
the case of B2B ecommerce there is no provision for negotiating for the price of
the products on sale.
Pricing is a bit complex in B2B
sales as it differs according to the relationship with the buyer.
Multiple factors like the ones
discussed in this session differentiate B2B and B2C ecommerce. Whatever be the
type of your ecommerce site, make sure you deploy the best ecommerce SEO strategies
to assist the growth of your ecommerce store.
Having high exposure on Google’s organic
search results will potentially do more things for an ecommerce business’s
website than just instant sales. The capability to lure new consumers can make
or break an ecommerce business. In other words, if your business can attract new
consumers, it might just succeed; otherwise, it might not. Organic search
traffic can go a long way to building your revenue. Here, we will look at some ecommerce SEO benefits to
give you an idea about why that is the case.
Almost every ecommerce website requires SEO
for more brand awareness without spending much money. Your brand site appearing
in Google Answer Box or the first search engine results page could remind a
customer that they have visited it before. Or else, it could be the first time
they are seeing your website there.
Furthermore, some search engine users
consider ranking well an endorsement that makes their possibility of clicking
on a higher site listing more.
Your Marketing Funnel
Your conventional marketing funnel depends on
a constant inflow of new customers. Ecommerce SEO has a big impact on driving affordable and top of
the funnel traffic when customers are at the phase of ‘awareness’. That said,
search engine optimization also plays a part in the rest of the marketing
When customers come to know your product,
they would then have an interest in it and the next phase is conversion. For an
uninitiated, the term ‘conversion’ refers to the customer doing anything you
want them to, such as buying your product. When the customer journey
progression from brand awareness to consideration to conversion, their aim
reflected on the keyword used changes from information-related to
transaction-related. Targeting the right intent of the customer at the perfect
points on your website will influence their movement to another stage, boosting
the possibility of conversion.
Advertising for keywords having the intent of
high transaction is a sensible thing to do. But the worth of other forms of web
content, like buyer guide, tutorial blogs, and usual articles, will be felt gradual.
It is useful to do SEO for the said types of content. SEO can help to bring a
considerable increase in web traffic at a marginal expense. It just takes the
capability to optimize web content, knowledge of what users look for online,
opportunity to use the right CMS software, and time.
When customers come to your website through channels
such as organic search, your team of paid search marketing professionals should
add cookies to that site for remarketing. After that, you can reveal display
advertisements to the customers as they exit your website and progress to
another marketing funnel stage. If you drive more individuals to your website,
you will have a bigger remarketing audience.
Remarketing will be more sensible when you think
about visits to your web content published atop the funnel. When customers
navigate the internet, customers will be caused to remember that your product
or service has given them something valuable.
Search Traffic From Long-Tail Keywords
Less than one-third of web search queries
that customers make on Google is new to the search engine. These vague one-time
search phrases form part of your long tail keyword, including queries that separately
drive some searches, yet in total represent almost 40% of the overall search
queries. Long-tail keywords often lead to customer action at a much greater
rate compared to other keywords in SEO for ecommerce.
Usually, ecommerce websites are made hierarchically
with growing detail levels, so these are set up to target the long-tail keyword-based
searches. For instance, a common navigation path for a women’s clothing website
is this: Clothing > Women’s Clothing > Accessories > Collars > Sailor
Collar. The webpages are deeper there and match a long-tail keyword such as
‘sailor collar’, but these are excessive to be targeted individually. Scalable ecommerce SEO is more
Having a solid user experience causes conversions
to happen. SEO helps to know customers, and thereby, optimize the usability of
your website, which in turn, could improve your ranking.
Keyword data makes it possible to understand
the desires of customers. Shoppers want something, so they are searching. Websites
fulfilling their desire faster are likelier to sell. The said data helps to understand
in what way customers articulate their desire. Adding the keywords they use for
searches to your website could make the experience better. For instance, if
almost every user searches for ‘affordable sailor collar’, emphasizing those cheaper
items could just improve usability.
Another important ranking factor,
particularly for Google, is offering an excellent user experience. If numerous
searchers click through to your website, and instantly go back to the SERP, Google
assumes that that site is irrelevant for the corresponding search query. That
customer action can negatively affect your ranking.
marketers occasionally measure the condition of their SEO program by gut feel. There
are several gray areas in ecommerce
SEO, but its evaluation requires not some hunch, but data. Use the
following methods to find out the state of the search engine optimization (SEO)
program for your ecommerce website. Although analyzing SEO metrics in many
systems will give the clearest idea, remember that the metrics in a platform might
not match the numbers in other platforms.
Using enterprise search tools and
platforms like seoClarity, Ahrefs, and Searchmetrics is the quickest way to
measure SEO performance. Why? Because these assimilate data from many of the following
sources, and convert it into easily readable dashboards. Sometimes, you may be able
to find an issue without exiting the platform.
Data from website analytics tools
will be the regularly sought-out source of your SEO KPIs (key performance
indicators) namely orders, most significant traffic, and revenue. If these KPIs
are working fine, so will be the crawling, indexing and ranking processes, plus
attracting clicks off of the (search engine results page) SERP to your website.
The website’s non-SEO aspects
like user experience, product assortment, pricing, and others will determine
whether or not a searcher does what you want them to. In SEO parlance, this
user action is known as a ‘conversion’.
Bear in mind that analytics tools
do not provide reliable data on keyword search-queries. Search engines have
made the data unavailable back in 2013. Now, analytics software reports almost
every keyword as ‘not provided’. What’s worse, the remaining SEO keywords are
an unreliable part of the dataset on the whole.
Google Search Console
There is no more reliable source
of rankings, impressions and clicks than Google’s Search Console Performance report.
The report is limited to search on Google, but the search engine makes up over
90% of organic traffic on almost every ecommerce website.
In Search Console, there are also
reports for server errors, indexation, structured data, internal and external
linking, sitemaps, etc. It is used to communicate significant details
concerning your website, like a manual Google penalty to name one.
The advertising platform offers
reporting on Google organic search provided that it is linked with Google
Search Console. Google Ads’ ‘Paid & Organic Report’ provides a lot of data
concerning the search queries you get impressions for.
For instance, if an ad is shown
when you google ‘red shoes’, it will show as a search query in Google Ads’
report, whether or not the organic search result has an impression. In contrast,
if it gets an organic search impression, ‘red shoes’ is sure to show in the
report in Google Ads, regardless of that advertisement. Using the report is one
more method to evaluate your search engine optimization efforts.
Free Search Ranking Tools
As a whole, rankings are among
the most useful diagnostics for investigating in what way keyword trends affect
organic performance. However, rankings are not a KPI. Clicks on an organic
listing are more important, not where that website ranks.
Even so, if you cannot afford any
enterprise search tool, and need another opinion about rankings to support
Search Console, use a free and limited version of a platform including rankings
Many people can assess search
engine optimization problems for free.
Webmaster Office Hours
Submit your doubts on Google
Webmaster Office Hours Hangouts, hosted by the Senior Webmaster Trends Analyst
of Google named John Mueller. Check on the calendar of the Webmaster Events to know
when the next chat will take place. Several SEO professionals usually take part
in the hangouts session, so be there in time to discuss your doubts with them.
Google Webmasters Help Community
Raise an SEO-related question and
get answers from members of the community forum, including Google’s workers. That
said, you should check the reliability of any person who provides advice there
or any other forum for that matter.
Start networking with esteemed SEO
professionals regularly by following these pros and retweeting the information
they share on social media. Comment on their articles in a constructive way. Rather
than saying something like ‘great blog!’, mention the thing that you found
useful in it, or raise a question which shows you appreciate their work. SEO
professionals may be ready to assist when you require help if you have left a
good first impression on them.
Join an SEO group on LinkedIn, a
social networking site for professionals. Some good examples are Search Engine
Watch, LinkedSEO, and Search Engine Land. Ask meaningful queries and get
answers from other group members. You can check each respondent’s credibility
by clicking to their LinkedIn profile. The aforementioned networking tip for
Twitter applies when you use this website, as well.
Content marketing is now creating a buzz in the
SEO marketing field. A lot of companies are using this method to advertise
their business and also for educating their customers. Content marketing is the
process of creating and distributing digital content online for promoting a
product, service or brand.
However, ecommerce SEO is an entirely new process
when compared to the SEO strategies for other businesses. Hence, if you are
planning to introduce content marketing strategies for your business, then you
have to be very careful, as these strategies will vary from business to
business. Hence, you have to choose an approach that will be beneficial for
Creating a content marketing strategy that is
right for your ecommerce business can be a difficult task for you, especially
if you are new to the whole SEO marketing world. Therefore, we include some
guidelines for helping you to find a content marketing approach that will be
perfect for your ecommerce business.
Identify Your Target Audience
Before, planning a content marketing strategy, it
is important to identify your potential customers for deciding the target
audience. This will help you to create content accordingly. For choosing the
target audience, you have to choose the following parameters including age,
gender, locality, habits, preferences, dislikes, etc.
You should have a clear idea about your audience
for implementing the right strategies for your business. Create content that
will help you to attract the targeted customers to your site.
Learn Your Targeted Customers’
The success of your content marketing strategy
lies in creating the right content and distributing them effectively.
Therefore, you have to distribute these contents where it will be easily
visible to people. For this, it is important to identify the online habit of
your customers. Find out where they spend their time on the internet.
Social media is a great platform for distributing
your content. It is a place where people spend most of their time on the
internet. Also, these platforms offer maximum visibility to your content.
Therefore, you can attract a lot of customers to your site using these
Create and Distribute The
The content you create should be relevant to your
business. Also, it should be able to perk the interest of your customers. You
have to keep it attractive and entertaining. Also, it can be used to educate
your customers about your products or services. Creating informative content
that will give knowledge to your customers is a good content marketing strategy
that is used by a lot of people.
It is a
known fact that search engines can bring in a steady crowd of visitors that
often last for months and even years, as search is always regarded as a durable
and powerful source to drive traffic for almost all kinds of content
though there are various places form where readers relocate your content like
email newsletters and social media platforms, SEO is a very important tool that
needs to be considered while creating a business page.
links would always affect the ranking of websites in the Google search engine.
It also provides you various ways to build the links as part of the marketing
activities of a website. Google makes use of various other factors to rank a
website in the search results and links are one among those that are given the
most consideration. Google sees the multiple incoming links to a website as a
good sign to indicate the credibility and relevance of the website.
of Links on SEO
the most important factors that uphold the value of a link are listed
from Websites which are Considered Trustworthy by Google
websites would most probably have several other sites linked to it, a link that
comes from a popular and trustworthy website will have greater value than other
links that come from newer sites with not much inbound links.
from Websites that are Related to Your Product
that come from websites that are often related to your product or service are
considered more valuable than links from unrelated websites. This practice
provides more topic relevance.
Text or Link Text
hyperlinked phrases provided by several sites like “click here” and “read more”
that does not have useful keywords are not given much value by Google. However,
when relevant keywords are used with link texts, Google gets a better idea
about what the website is about.
Number of Links on a Website
website links so many web pages, the value of those links get divided by the
total number of links that are used on the web page, and this is done by
Google. Thus, the value of a link with many other links gets diluted when
compared to the value of a link without many links on a page. Repeating the
same keyword many times also brings in a similar effect because of the spammy
look it gives to the web page.
social signs such as social media sharing and retweets will have a positive
impact on the ranking, but it would mostly be different from the links. Links
that come from social media platforms like Twitter and Facebook do not affect
the popularity of the link. It is often regarded as a good thing because it
prevents companies from reaching the top of Google search results by spamming
social media platforms.
It is an
obvious fact that you are not going to outsmart Google. The idea to win links
is to grow as a relevant website with good quality content that is worth
linking to. It is important to keep in mind that any tactic that doesn’t have
this idea at its core has more probability to be useless as well as
many ethical and correct ways to boost SEO and link building without having to
rely on black hat practices of SEO, most of which with more benefits than just
attracting links. Below is a list that might help you to get started with
publishing useful and original content in the website, links happen very
organically as people get drawn to it naturally and would also feel like
sharing it. Concerted efforts can be made to build content that is “linkable”
such as a blog post or a webpage that mostly includes innovative research which
is regarded as a great tool. Thus the odds to gain links and the conversion
rate could be increased by creating and publishing high-quality content.
Blog Posts in Your Website
with guest blog posts to various other popular websites is a good way to
generate important links. It is always best to include a link in the author bio
along with finding out newer ways for linking other posts within the body of
the post on your website.
studies have shown that around 56 percent of business bloggers use guest posts
as a source of external content. However, it is very important to keep in mind
that guest blogging has gained a lot of popularity and has become a lot more
competitive as well. Creating a general post and pitching it a high-quality
site takes up so much time and the best websites would encourage you to work
hard for them.
addition to building links, guest blogging is a useful strategy to attract new
readers and build a harmonious relationship with other businesses in your