Search Engine Optimization, or SEO is a commonly used acronym, but it’s probable that not everyone using it actually understands it! Managers use terms and phrases, often on an ad hoc basis. But SEO is important, and moreover, understanding SEO is vital to your business, especially if you engage in ecommerce.
With market places changing dynamically and ecommerce becoming more prevalent, and perhaps even the norm, when it comes to search engine marketing, it is crucial that you know your SEO. Here we give a guideline as to the basics of SEO and why SEO services like those of TrafficSource are making such a difference in today’s highly competitive markets.
Setting up a shop or ecommerce store is only the first step. Until it is found and used by customers, you are literally just another page on the ever-expanding internet. In days gone by, store holders had to entice clients into their premises, and in terms of search engine marketing in ecommerce, you are doing something very similar. Instead of physical visitors, you get site traffic, the more traffic and views of your site, the more chance there is that you will make a sale. This is where SEO comes in. Of course the quality of your site is crucial in terms of converting interest into purchases, but no matter how good your site is, if nobody sees it, then it is defunct.
Say search engine, and people will probably think Google – there are others, such as Bing etc. When a user searches, a results list is produced. Those at the very top often have “ad” next to them, indicating that they have paid to appear at the top. The purpose of any marketing is to get your business’ placement as high up the list as possible, without taking the easier “paid-for” route. So how is this achieved? Given that 93% of online activity begins with a search, you need to able to be found! Avoiding SEO altogether is clearly counterproductive.
Your business is within a certain field and therefore you will be targeting certain individuals or companies to get them to your site. You do not want inadvertent traffic that has misunderstood your business or product. More targeted traffic means a better chance of higher sales. SEO looks to deliver this targeted traffic. What you then do with it, well that’s another blog.
There are alternatives to SEO such as Pay per click, where a targeted ad directs the user to your site once licked, (you pay for each click). SEO is however more front loaded. It grows traffic organically, and unlike PPC, that traffic doesn’t disappear when the ad is taken down or the budget is spent.
SEO may therefore appear a long-term strategy, but the sooner you start, the sooner the results will come. If you successfully target keywords in your SEO – i.e. “searched words/phrases – your results will be more sustainable. Once converted, clients tend to return, rather than start a new search. Netting a new client leads to possible repeat business.
SEO should be a part of every ecommerce business, it is simply that important. It should be understood, reviewed and used to give your business the best chance of success. Good luck.