Why eCommerce SEO is the key to a profitable online business

Posted by Deb Croucher | January 18, 2021

Key learnings:

  • Why SEO is a powerful tool for your eCommerce website
  • The difference between organic and paid Google search results
  • The principles for building an eCommerce SEO strategy

The digital marketplace is booming. Every year Australians are spending tens of billions on eCommerce sites. Or to put it another way, one in every ten purchases is made online.

To get a cut of the action you need to optimise your eCommerce website so that customers come to you… not your competitors.

If you don’t have a strong search engine optimisation (SEO) strategy, you are losing out on brand impressions, clicks and sales. To secure a slice of the action and set your business up for a profitable future, put a solid eCommerce SEO strategy in place.

Be found when it matters most

One of the keys to success for any website is traffic.

And with customers using search engines, like Google, to discover brands… it’s more important now than ever that your business ends up higher on the search results if you want to get found.

95% of searchers won’t ever click through to the second page of the Google search results. More than 67% won’t even scroll past the first five search results.

While in the past you could manipulate the Google algorithm to appear higher in the search results despite poor quality content or low relevance to the search term, that certainly isn’t the case today.

Nowadays, there’s a range of technical and non-technical SEO factors that will impact your ability to appear at the top of the search results.

eCommerce SEO isn’t something you can wing and hope for the best. While it may seem overwhelming and time-consuming, developing an SEO strategy will get you noticed by your customers time and time again.

Organic search vs paid search

SEO is how you appear in the organic search results. And once you’ve built a footprint, the traffic comes for free. When a customer searches on Google for a particular product, Google will show them a list of the most relevant results. These results are ranked on a number of specific SEO factors.

But nailing SEO takes time to see results. Which is why many businesses try their luck using paid search or social media instead, to get quick wins.

Paid search is a listing that appears at the top of the page above the organic search results.

This is known as a Google Advertisement and you will need a Google Ads account to set it up.

But relying on paid search to guarantee results is a common trap that many businesses make. Be aware that only 20% of Google searchers will click on a paid search result. It comes down to trust. People trust the organic results more than ads.

And Google Advertising can be a very competitive space to play. It’s easy for your competitors to outbid you for the relevant keyword, e.g. ‘running shoes’ and knock you off the top of the paid results.

In the long run, the costs of Google Advertising will add up. It is not a viable long-term strategy to bring traffic to your eCommerce website.

The same goes for relying solely on social media to drive quality traffic. It’s easy to underestimate how much time and effort are needed to consistently post content on social media. When used in a strategic mix alongside a solid SEO and website content strategy, social media can help boost your efforts… but alone it will never be the holy grail of business and brand growth.

Organic search offers a far more cost-effective approach. Once you have laid the groundwork with a solid eCommerce SEO strategy, it will pay for itself many times over.

Related posts

Using a multi-channel advertising strategy to market your business
eCommerce business: Transforming a B2B business to B2C
Why you can’t afford to delay your website rebuild

Effective eCommerce SEO strategy

For eCommerce SEO to bring in a wave of new traffic to your website, you need to have a solid strategy in place to guide your efforts and maximise resources. Otherwise you will be wasting precious time and money.

Your eCommerce SEO strategy should consider:

  • Researching and using relevant keywords throughout your website content
  • Structuring your website with a natural flow through the pages
  • Organising your content to make it easy for Google to index
  • Consistently creating engaging content to drive organic traffic to your website.

Content is the cornerstone of your SEO strategy. Types of content can include blogs, case-studies, whitepapers or guides. A skilled content producer will be able to weave keywords throughout your content to maximise your organic search visibility… and bring customers to your website.

Get a cut of the action with an eCommerce SEO strategy

SEO is without a doubt the most cost effective, long-term strategy you can use as part of your digital marketing mix.

Here at Brilliant Digital, we live and breathe SEO. We have helped many hundreds of clients build their digital presence to reach new customers and achieve a return on their investment.

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