Search engine optimization, or SEO, is sometimes pejoratively referred to as smoke and mirrors, but that isn’t quite fair.
When implemented and executed correctly by an experienced team offering eCommerce SEO services, it can be one of the best digital market channels of all – and return the highest ROI.
Either way, if you’re thinking about signing up for services, here’s what you should be looking for in the process.
Consultation and Goal Setting
The first step of any digital marketing campaign, organic or otherwise, is consulting with the client to determine what their goals are. Some common goals are:
● Growing organic impressions and brand awareness
● Growing organic traffic (clicks and sessions)
● Extending time on page or capturing leads
● Using SEO for remarketing purposes
● Building sales and conversion rates
Although there may be others, these are some of the most common. At this stage an eCommerce SEO services provider will help you determine what goals are viable and how to target them through SEO.
SEO Audit
Next, most but not all campaigns proceed with an SEO audit, which in most cases is an in-depth analysis of your website as it stands.
They will consider things like number of competitors, average position, domain authority, the condition of the content on your website, number and quality of backlinks, site speed and security, and other technical errors.
The audit is basically a report that lets you know how your website currently stands and where it is lacking – those are your areas of opportunity.
Industry and Keyword Research
Next the eCommerce SEO services provider will perform analyses of your biggest competitors to see what approaches they are taking and what keywords they are targeting.
Next is keyword research, in which the eCommerce SEO agency will attempt to determine a cohort of viable keywords that are relevant to your industry and aligned with the search intent of your target market.
It’s also a best practice to select keywords that have commercial or transactional search intent, as these are the ones that people are searching for when they want to buy something.
Technical Optimizations
Once keywords are selected and a strategy is in place, eCommerce marketing professionals will usually look at the technical optimization of your online store.
Usually, there are broken links to fix and site speed and security errors to patch. Occasionally there are more glaring errors, such as junk code, botched integrations, out-of-date site maps, or improperly configured robots.txt files.
On-Page Optimizations
At this stage, it’s also time for your eCommerce website to undergo on-page optimizations. In general an eCommerce search engine optimization specialist will look at some key URLs on your website and update them with new titles, headers, and meta descriptions. In some cases, it will also be necessary to utilize internal links to improve the customer journey, or to update copy on the page.
Content and Backlinking
All quality eCommerce SEO strategies include content as a deliverable, be it in the form of updated category or product page copy, or in the form of longer-form posts like blogs, newsletter posts, press releases, or even dedicated CMS page copy. Content is one of the most crucial ranking signals in SEO, and one of the most effective for buoying up your website in the search engines results pages.
This is also the point at which more eCommerce SEO marketing strategies start building backlinks from other domains to your website that improve online visibility by boosting your rankings and, where applicable, sending referral traffic.
eCommerce SEO Services and Analytics Monitoring
After everything in here has been effected, the campaign is in “ongoing activities” which usually includes ongoing technical updates, content publication, and link building.
During this period of the campaign your project manager should continuously monitor Google Search Console and Google Analytics to probe for opportunities. Occasionally, a keyword will not perform well and a strategic shift will be in order.
It takes several months to a year in most cases, but in almost every instance, the effects of SEO (and content marketing) for most eCommerce stores are palpable and can help bring in new potential customers.
If your current eCommerce SEO company isn’t delivering results, one of the steps in here may have been missing – get in touch with a competitor today to see where improvements can be made.
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