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The Importance of SEO in E-commerce

As an eCommerce business owner, gaining organic traffic is essential to your success. Your target market is out there, and you just need to get your product or service in front of them. While you can spend thousands on paid advertising, traffic from organic search will generate stronger leads since viewers are directly seeking your product or service.

The best way to increase organic traffic is through search engine optimization or SEO. SEO involves optimizing your website, content, and social media to appear on online search engines. It's incredibly important to include SEO in your eCommerce business strategy and here are some of the reasons why.

Boost brand awareness

When your target customer searches for your product or service, it's vital that you appear on the first page of their search results. 95% of all searchers will not look past the first page of search results, with the majority clicking on one of the top five links. You need to be one of those links. By implementing SEO strategies into all your web content, you will dramatically boost your brand awareness by ensuring your target audience can find your eCommerce business online. SEO is complex and ever-changing, so to experience the best results it’s a good idea to get a professional in SEO Perth on board.

Lead generation

Increasing your organic traffic by using SEO will help you generate quality leads for your eCommerce business. Those who visit your platform are directly seeking your product or service, so they are already interested in what you're selling. Even if they do not purchase the first visit, they are very likely to provide their contact details, whether that's signing up for an account or subscribing to an email newsletter.

Make the prospect attractive to potential leads, such as offering an incentive to sign up for email updates, such as a discount code. You could also offer to notify leads of new products or sales if they leave their email address. Once you've captured this information, you can then nurture those leads.

More effective remarketing campaigns

SEO can also be used to increase the effectiveness of your remarketing campaigns. Once organic traffic lands on your site, you will begin to capture data regarding their on-site actions. If a customer clicks on a product, or adds it to their cart, but doesn't follow through with the purchase, you can then remarket it to them via paid ad campaigns. The more organic traffic you get on your eCommerce site, the larger your audience becomes, and the more remarketing potential there is.

Those who have found your site through search will continue to see your brand and products pop up as they move around the internet.

Upgrade your user experience

One of the best ways to convert your visitors into customers is by providing a seamless user experience. If your web page takes forever to load or is hard to navigate, visitors will drop off extremely quickly. Regardless of how many people click your link in search, if they are immediately dropping off, then it will hurt your rank on Google. Google will see that your site isn't relevant to the keyword they searched for, and your link will stop appearing.

It needs to be easy for customers to find precisely what they are looking for, and just as easy for them to make a purchase. If your eCommerce business sells makeup and a potential customer searches for "coral pink matte 24/7 lipstick," you need to ensure they can find that exact product easily. An example of this is adding filters for your stock, which allow customers to narrow down their results based on color, type (matte or shiny), long-wear, etc. You'll also need to add alt text to each product on the backend to make sure it comes up when people search for it.

Lower marketing costs

Utilizing SEO effectively as part of your marketing campaign can dramatically reduce your costs. Investing in an SEO professional who knows the ins and outs of implementing strategies into your content means you'll spend less on paid ad campaigns. Not only will you be receiving tons of valuable traffic for free, but your optimized content will also make your paid campaigns more effective. That means you'll get more bang for your buck.

When running paid ads, Google will use a quality score to determine how much you have to pay per click. A higher quality score means a lower cost per click. Your quality score is determined using SEO principles to measure your page's relevance and performance, so an investment in SEO will help your paid ad budget stretch much farther.

Helps you create more relevant content

Using SEO will allow you to tap into your target audience's minds and see what is resonating with them and what is not. You will be able to identify what your audience is searching for most often and use it to create content relevant to them. Finding keywords that align with your eCommerce business and your audience will allow you to optimize your content, advertising efforts, and products and services.

Consumers that do land on your page due to organic search will find more value in what you have to offer and be more likely to engage with your brand. Using tutorials, buyer guides, and blog posts to provide value on top of your product or service is a great way to attract new and lasting customers.

Long-term value

Contrary to a paid ad, your reach does not stop as soon as the campaign ends. Once you stop paying for an ad, no one will see it, and you won't reach any new customers. When you implement SEO into your content and website, it will continue to provide value for years to come. It's a never-ending process as technology changes, and there are new ways to optimize your website design and functionality. As information changes, you may need to go back in and rewrite portions of your content to make it relevant or change up keywords to fit trends.

That said, you'll always have a consistent stream of new viewers without any financial implications. When you search on Google, you'll notice that many of the top results were published many years ago but continue to rank highly due to consistent optimization.