Getting found on search engines is a key part of any ecommerce marketing strategy. However, a lot of ecommerce business owners don’t know how to go about doing this. In order to correctly implement a SEO marketing strategy for your ecommerce business, you need to follow a step-by-step process that starts with analyzing your competition and continuing on to finding the right keywords and building out the content of your website.
In this article, we will discuss each step of the process in detail so that you can properly implement a SEO strategy for your ecommerce business.
Step one: Set a benchmark for your website.
You need to set a benchmark for your website in order to determine exactly where you stand in terms of performance. The first step in this process is to find out the keywords that are currently driving traffic to your website and how much of this traffic you are actually converting into paying customers. There are a variety of tools that can be used to find out these metrics including Google Keyword Planner, Wordstream, and KeywordTool.io. You can also use Google Analytics to monitor your site’s performance and identify the keywords that are bringing in the most traffic.
Once you have determined these keyword metrics, you can set benchmarks for your website based on how you want it to perform in terms of revenue. For example, if you want to hit £100,000 per year in gross revenues, you might want to set your benchmark for keywords as low as possible (e.g. car insurance) with the expectation that this will bring in the most customers. Once you have set your benchmarks, you can measure how you are doing in comparison to these benchmarks.
Step two: Determining your website’s audience.
This step is all about building out your website’s target audience. You need to consider the demographics (e.g. age, gender), psychographics (e.g. motivations, emotions), and digital behavioral patterns (e.g. website browsing habits, buying patterns, search queries) of your ideal buyer. To do this, you can use a variety of methods including:
- Social media
- Online communities
- Benchmarking other sites
- Word of mouth
- Product reviews
By understanding your website’s audience, you can create content that they will value and benefit from. For example, if you know that your target audience is made up of men in their 20s who live in big cities, you might want to create content like:
- Video lectures on ecommerce marketing
- Eco guides
- Gadgets and technology reviews
- Architecture and design inspirations
As a marketing manager, you might want to consider creating content like this for your graduate programme. In fact, you might want to create a guide to ecommerce marketing for your programme’s students and share this content on your website to see how well it performs.
Step three: Selecting a small number of keywords.
Once you have your keywords, you can narrow this list down to a smaller set of highly relevant and popular keywords. You should include both nouns (e.g. shoes) and verbs (e.g. buying) as well as common and proper names (e.g. Steve Jobs, BFF, etc.). Using tools like Google Keyword Planner or Wordstream, you can easily find and enter new keywords and make changes to existing ones to ensure that your website is accurately represented in the search results.
Having a small number of highly relevant and popular keywords will help you to gain a good understanding of how well your site is performing in terms of search traffic. If you expand your list too much, you might end up including keywords that aren’t relevant to your website but do appear frequently in search results (e.g. bitcoin, blockchain, ether, etc.). Keep in mind that your chosen keywords should appear in the main search results for your chosen keyphrases.
Step four: Establishing a baseline for your SEO efforts.
This step is all about establishing a baseline for your SEO efforts. You need to set regular intervals of time when you will check your website’s search performance and measure it against previous results. In general, you want to ensure that your SEO activities are driving results and not just taking up time.
Establishing a baseline for your SEO efforts is important because it will allow you to track the effectiveness of your campaigns as you go along. You can use tools like Google Analytics to establish this baseline and track the results of your campaigns. For example, if you set your baseline as 35 visits per week in January 2018 and you tracked weekly searches for your chosen keywords throughout the rest of the year, you would know whether or not this was leading to increased website traffic and revenue.
Step five: Determining the primary goal of your SEO campaign.
Your SEO campaign should have a clear goal in mind; you should measure the success of your efforts at the end of each stage. If possible, you want to ensure that each stage builds on the previous one and leads to the ultimate goal of the campaign. This is a key step in the process; you need to be able to identify what you are trying to achieve by undertaking this campaign. The clearer your goal is at the beginning of the process, the easier it will be to track your progress and determine the success of your efforts at the end of the day. Consider the following:
- To increase the number of organic searches on your chosen keywords
- To increase visits to your website
- To increase sales
- To decrease the cost per click (CPC) on your chosen keywords
- To increase the conversion rate of your website’s visitors
If you are still lacking a clear goal at this point, you might want to set one as a goal for this stage. For example, you can say that you want to increase the number of organic searches for your website on the keyword “blogging” by 2019. At the end of this stage, you can measure how you are doing in relation to this goal.
Step six: Create a short-term marketing plan.
Once you have determined your primary goal for your SEO campaign, you can create a short-term plan to help you attain these results. Your short-term plan should include all the tasks that you will need to complete in order to reach your goal. In general, it is a good idea to create a weekly or monthly plan depending on how much time you have to dedicate to this campaign. If you are working on a shoestring budget, you might want to set shorter intervals so that you can get the most out of what you have. Your plan should be flexible enough to change as you go along.
The main thing to keep in mind is that your plan should be SMART–specific, measurable, achievable, realistic, and timely. For example, you might want to create a plan to increase the number of organic searches for your website on the keyword “blogging” by the end of the year. This is a measurable goal; you can use tools like Google Analytics to track the number of searches for your website each week and then use this data to determine whether or not you were successful in reaching your goal.
Step seven: Analyze the performance of your short-term plan.
This step is all about analyzing the performance of your short-term plan. Since your plan was created with a clear goal in mind, this step should be relatively simple. You should have measurable results to indicate how well you are doing in reaching your goal.
The first thing that you should do is track the number of searches for your website each week over a period of time. If you are using keyword-based advertising like Google AdWords, you can also track the number of times your ads were displayed along with the cost per click and conversion rate for this campaign. If you are using display ads, you can use tools like Google Analytics to track the number of times users came back to your site, how often they visit your site, and the locations from which they come. You can even track the path that users take on your site, including the number of clicks that they make before contacting your company for further information.