It is no secret that using SEO strategies is essential to increase traffic in e-commerce and marketplaces. With a wide variety of products and increasingly competitive prices, ranking well in search engines is important to keep your business running online.
According to data released by Hubspot, 90% of users have not made up their minds about a brand before doing some research. In other words, before making a purchase, consumers search the internet for information such as price differences, reviews from other consumers and the store's reputation. Thus, appearing more on search engines like Google generates more visits and, consequently, more sales.
“In an increasingly competitive digital environment, being present on the best channels available becomes necessary. Sponsored media can suffer price fluctuations and SEO emerges as an alternative to positioning well in non-paid searches and in the long term without relying on advertising tools”, says digital marketing specialist Rafael Beraldi, CMO of Camelo Digital.
How to improve your marketplace's SEO?
Clearly describing the products for sale, with information such qatar whatsapp data as function, measurements, color, voltage and, of course, price, is essential to the strategy, but SEO goes beyond that. Rafael Beraldi explains that, first of all, it is necessary to analyze the structure of the website code, that is, whether it was built in a way that makes it easy for search engines to find it.
Therefore, it is ideal for e-commerce and marketplaces to be built from the beginning with SEO strategies applied. If the website was not created with a focus on customer experience, it is best to rethink it from code to appearance.
“Secondly, it is important to analyze whether the site’s authority is good compared to other sites and whether it is cited by blogs, websites, etc. And to produce extremely high-quality content, adapted to good SEO practices,” adds the digital marketing specialist. These citations can be achieved after a while by gaining credibility or even through link exchange, when two companies negotiate and insert each other’s links in their content.
However, it is important to remember that applying SEO techniques will not bring results overnight. According to Google, in most cases SEO takes four months to a year to start showing the benefits of this investment. Therefore, this practice needs to be included in the marketing plan and the strategy monitored to check if improvements are needed along the way.
For both websites that have been using SEO techniques for a long time and new e-commerce sites, the metrics are the same. “The difference is that an old marketplace may already have a certain relevance in the market it operates in because it has been around for a longer time. In relation to a new marketplace, the positioning work may be more laborious and a little more time-consuming”, warns Rafael Beraldi.
How to combine SEO and consumer experience?
Using the right keywords is essential to getting to the first page of search engines, as this way, your website offers the content that the user is looking for. However, more important than paying attention to these technical details is to initially think about the purchasing journey.
It is necessary to reflect and plan, for example, how the customer will get to your store, whether they can easily find the products they want and, also, whether the website offers all the necessary information to make a purchase quickly and confidently.
To achieve this, it is essential to work on the user experience with a well-designed website, especially for mobile, since m-commerce was responsible for 71.7% of online sales, according to data from the NuvemCommerce report, by Nuvemshop.
“Currently, one of the guidelines for good SEO practices is precisely good user experience design. Google, through its latest updates, has prioritized websites that have a good user experience. Therefore, having a good UX is essential for the website’s positioning,” adds the CMO of Camelo Digital.
When thinking about user experience, it is worth comparing e-commerce to a physical store. In this sense, the website layout would be like the store window; the adaptation of the website to mobile and desktop, as well as the arrangement of products with good photos would be like the arrangement of products on the shelves. On the other hand, consistent information, prices and other important content for the purchase journey is similar to customer service. Since most of the time the consumer navigates alone during the search until the purchase is completed, making information available provides the benefits already mentioned, such as speed and trust.
How to produce relevant content with SEO techniques?
Maintaining a blog is one of the strategies that companies have been using to reach the first page of Google, since this tool can offer useful, quality content that is published at a certain frequency. The blog can bring different content depending on the e-commerce sector, for example, suggestions on how to use products.