The success of any e-commerce venture relies primarily on how well it can attract and engage visitors in addition to the range and quality of the products and services available on it. To this end, the most useful channels are paid advertising and organic search. Since paid advertising can be a very expensive proposition, most e-commerce platforms rely on search engine optimization to attract more visitors and achieve conversions. Apart from the most obvious benefit of driving the bottom-line, there are many other benefits of SEO for e-commerce.
Drives Brand Awareness
Conducting search engine optimization for your e-commerce platform is one of the best ways of raising awareness among target audiences. By properly identifying the target keywords and the search intent of users; it is possible to create value-added content that Google will list on the first page of its search engine results. If the content is crafted well enough, the reward also is in the form of a Featured Snippet or an Answer Box that will pull out relevant information from your content and display it prominently in the SERP. This will help greatly in getting the online visibility that makes the brand more powerful and pervasive. Seeing the presence on the first page of Google search results consistently is a big confidence booster and makes the brand more credible.
Plays a Pivotal Role in the Marketing Funnel
Awareness, interest, desire, action – the traditional concept of a marketing funnel relies on the generation of a constant flow of new customers for which, the target audience must be aware of the existence and the benefits of the brand. Search engine optimization plays a very important role in driving traffic at this fundamental level. Additionally, SEO has an important function in the other stages of the sales funnel. As the potential customers progress in their journey from the level of interest to purchase, their search intent also transforms from informational to transactional. Experienced e-commerce markets can target the correct intent of the customers at the most critical points of the site to influence the movement of the customer to the next stage, thereby increasing the possibility of a successful conversion.
Most e-commerce marketers like to maintain a balance between paid advertising and organic traffic. While it makes sense to spend on advertising for keywords that possess high intent to transact, for other content like blog posts, how-to-articles, buyers’ guides, etc. SEO can normally be more helpful as you can get a significant increase in the volume of traffic without spending too much. According to https://www.searchenginejournal.com, more than focusing on changes in the search engine algorithm, it is better to align content with the access points of the user. For achieving the best results, you need to be able to optimize the content, time, and access to the CMS, observes the CEO of one of the leading SEO companies in New York.
Expand the Remarketing Audiences
After the organic search has resulted in potential shoppers visiting your e-commerce site, it becomes feasible for the marketing team to insert cookies into the devices of the visitors, which then can be used to remarket. Display advertisements can be shown to those visitors at the time they leave the site and continue their onward exploration. The size of the remarketing audience will expand with the number of people you can drive to your e-commerce platform. SEO remarketing is of more use when you have the audience visiting the content at the top of the marketing funnel because they can be reminded multiple times that your brand delivers something, they will find valuable as they look up online resources for information.
Targets Long-Tail Keywords
According to SEO experts, as much as 15% of search queries are completely new and Google has no experience of responding to them. These phrases, even if they are rather obscure, make a vital part of long-tail keywords that by themselves drive very few queries but when put together, they collectively account for as much as 40% of the total volume of queries. The reason long-tail keyword phrases are loved by marketers is that since they tend to be very specific, and their conversion rate also is inclined to be much higher than their generic counterparts. Since e-commerce sites are structured in a manner that relies on logical hierarchies that keep on increasing the level of detail as they progress. The pages which are lower down the hierarchy tend to be very specific and can match very well to long-tail key phrases.
Improved User Experience
It is no secret that vibrant user experience can drive conversions to a great extent. Search engine optimization, which is all about understanding what users want and delivering to them content that is most relevant and valuable, optimizes the usability of the website. This has a beneficial effect on the search engine page rankings. Keyword data provides an idea to marketers what users are looking to get. It is important never to lose sight of the fact that it is only when users want something they turn to search and sites that can deliver whatever the user is looking for promptly and accurately are more liable to benefit from conversions. Keyword data also gives an insight into not only how users frame their queries but also how they think about what they want and seek. By getting to the core of their intent of the keywords they are using, you can significantly improve their website experience. Google considers high-quality user experience as a strong signal to improve rankings. Conversely, a high bounce rate signals to Google that users are not finding the contents useful or relevant and are hence returning to the search page immediately after clicking on the URL. This can drive down the page ranking.
Search engine optimization for your e-commerce site is compulsory not only for the benefits discussed earlier but also if you want to lower the cost of paid search. With persistent efforts to create high-quality relevant content that is optimized around the needs and desires of the target audience, your e-commerce platform will become a credible brand property in its own right requiring less reliance on paid advertising support. However, it needs to be appreciated that SEO is not something that you can turn on and off. For best results, it has to be done consistently with the focus on delivering value to the target audience.