25 Feb What are the SEO Benefits for Ecommerce Website?
Ecommerce businesses live and die by their ability to attract new customers. In the race to increase revenue, traffic from organic search can be essential. Here’s why.
Before that, let’s take a look at some facts about ecommerce growth.
50% of the population online has shopped at Internet retailers more than one time.
1. Driving brand awareness. Most ecommerce sites need search engine optimization for low-cost brand awareness. An appearance on the first page of search results or in Google’s Answer Box could be the first time a shopper has stumbled across your brand or could trigger her to remember that she once visited your site.
Moreover, some searchers view ranking well as an endorsement, which improves their likelihood to click on a top result.
2. Filling the marketing funnel. The traditional marketing funnel — awareness, interest, desire, action — relies on a steady stream of new shoppers. SEO plays a critical role in driving lower-cost top-of-funnel traffic at the awareness stage.
But SEO plays a role in the other stages, as well. As shoppers continue their journey from awareness to interest (research) to action (purchase), the intent revealed in their keyword choices moves from informational to transactional. Targeting the correct intent at the ideal points in your site influences shopper movement to the next phase, increasing the likelihood of conversion.
3. Elevating content. It makes sense to advertise for keywords with high transaction intent. But the value of other content — such as blog posts, buyers’ guides, and how-to articles — is not immediate.
For those content types, SEO is helpful. Content optimization efforts can yield substantial increases in traffic at little cost. It requires only an understanding of what people search for (based on keyword research), an ability to optimize content, access to your content management system, and time.
4. Expanding remarketing audiences. Once shoppers land on your site through organic search (or other channels), your paid search team can place cookies for remarketing campaigns. You can then expose display ads to those shoppers when they leave your site and continue their journeys. The more people you drive to your site, the larger your remarketing audiences will be.
SEO remarketing makes even more sense when you consider visits to the content at the top of the funnel. As shoppers traverse the web, they’re passively reminded that your brand provided them something of value.
5. Creating lasting value. SEO is an investment in long-term performance. Unlike advertising, its value does not stop when the campaign ends.
But SEO is not a one-and-done endeavor. It’s a never-ending cycle of optimization projects, each focusing on the content, design, or technology that makes up your site. Each project will likely have long-term value, elevating organic search performance for months or years.