Appearing first in search results is a great advantage for a digital store. Learn how organic positioning helps increase e-commerce sales.
SEO positioning is one of the most used strategies to generate traffic on websites and, in case you did not know, it is also very useful for electronic commerce.
The SEO applied in e-commerce sites can mean great benefits, among which are an increase in sales.
However, this is not going to happen by magic and it will be necessary to go to certain practices to achieve it.
Advantages of organic positioning in e-commerce
SEO (Search Engine Optimization), as you already know, consists of the organic positioning of content in search engines.
When we say “organic” we mean non-payment, as it does not imply investing in ads. And while this may sound quite attractive, it does require having the necessary knowledge to develop an effective SEO strategy.
But, beyond the technical knowledge that is needed to implement an SEO strategy, after its implementation, you could achieve benefits for your e-business, such as:
Get quality visits
If there is something that SEO can assure you, it is that the visits that you are going to have on your site will be really interested in your business.
By positioning within the first search results, people who are with a clear search intention regarding a product or service will come to your page, increasing the probability that they will become your customers.
According to figures from Google, 94% of Latin Americans search the Internet before making a purchase.
Can you imagine then the importance of appearing in the first search results, also considering that 75% of people do not go beyond the second page of the search engine? Well, with SEO you can do it.
Improve your CTR
The CTR or Click To Rate – The number of clicks that a link obtains in relation to its number of impressions- is not a metric to look at in less, since it allows you to know if your pages are aligned with the search intent of the users.
To have a high CTR, it is important that the metadata of your page – title, description, and choice of keywords – have some relevance for the user.
In this way, you will encourage your potential client to end up clicking on the content thrown in the search results.
Increase your sales
This is probably the benefit that is most relevant to you, but the truth is that you will not achieve it without first reaching the two previous points.
If you are not convinced yet, there are studies that reveal that 93% of shopping experiences begin in a web search engine.
SEO positioning: how to improve sales?
To increase sales in your business with SEO positioning, you must follow some basic practices that will give you visibility in search engines and, consequently, with your potential customers.
The “keywords” or “keywords” are the fundamental element to develop a strategy. Thanks to them your content will be visible, but be careful, because you must choose words that users are really using to buy.
Therefore, it is not the same to position a page with the word “leather shoes”, then “buy black leather shoes”. The latter will be more accurate since you already know that the intention of the person who is doing the search is to buy a certain item.
It is also important not to cannibalize keywords, that is, not to use the same term for two or more products, since they will end up competing in search results and you will surely not want to compete against yourself.
Include a blog
You read that right. If your business page is for the purpose of selling, you may wonder what the use of a blog is, and the truth is that it is very useful.
Although a blog does not have the direct objective of marketing, it can encourage the person who reads it to end up making a purchase.
Imagine that you sell travel insurance. If you include in the blog information about the importance and benefits of contracting insurance or mention the risks of not having one, you could motivate the user to end up contracting this coverage with your company.
However, for your target audience to reach your blog, you must ensure that the content is well optimized because otherwise, you will be wasting your time.
Optimize your products
Always remember to keep your product file optimized and updated.
What does this imply? Pay attention to the metadata, titles, descriptions, etc .; use an SEO-friendly URL; prepare an original and tractive description, both for Google and for the user; optimize images; make explanatory videos; enable comments, among other things.
If you offer a good product, you will have positive comments that will motivate others to buy your product or service.
Includes structured data
The structured data are pieces of HTML data that provide more information to search engines about the content, product, or service you are offering.
This action could imply significant growth for your business.
Is SEO positioning the same for e-commerce and a blog?
Organically positioning an e-commerce site and a blog is not the same. This you should know in advance when developing your strategy.
We have, on the one hand, blogs, whose purpose is to entertain or inform the user, to keep him on the page visited.
And, on the other hand, there are e-commerce sites, where the main objective is to sell. So, if the objectives of one page and the other are different, the strategy you use will be too.
Now that you know the importance of organic positioning in e-commerce, it is time to develop and implement your SEO strategy!