How To Enhance The SEO And SEM Of Your eCommerce?

Being on the internet is not enough for an online store. Designing a good page, uploading some content, detailing the product catalog, or establishing easy and secure payment methods are only part of the job, but it is necessary to go one step further if you want to have a digital business. It is difficult not to be on the web but to connect with potential users and for them to know the brand. Only in this way will e-commerce begin to generate a relationship with a more or less loyal customer base. The secret to achieving this is summed up in two acronyms: SEO and SEM.

The vast majority of customers and online buyers access the internet through search engines such as Google, which on its first page of results, which almost everyone sees, selects only 10 results from millions.

It is known that 90% of Internet users do not go beyond the first page of results when looking for information or wanting to get a hold of a product. Furthermore, more than half click on the first link and don't even give the second or third result a chance. The question is: how to make a product or a company visible in this ocean of information and offers?

The companies that sell on the net have to manage to get their head out and stand out in that jungle and thus be in the top positions of the search engine results. It is crucial: if they do not succeed, they practically do not exist. But do not despair. To achieve this, there are two very effective strategies that we are going to explain in this post: SEO and SEM.

What is SEO?

SEO positioning, an acronym for Search Engine Optimization, is the set of techniques to be more attractive to search engines to be in the first positions of results, which are what, as we said before, interest the vast majority of Internet users.. SEO is applied to search results at the organic level, that is, those that are not associated with advertising campaigns.

What is SEM?

SEM positioning, the acronym for Search Engine Marketing, refers to the practices carried out on a website to obtain greater visibility through search engine advertising campaigns. The SEM helps a page to appear in a prominent position within the paid results, which in the case of Google, for example, precede the organic or "natural" results.

Advantages of SEO and SEM for online stores

One of the main benefits of eCommerce SEO and SEM is gaining visibility. If you sell designer sneakers, a good digital marketing strategy in this regard will lead you to appear among the first entries when the user puts "sports shoes to wear" in the search engine, for example.

Also, having good visibility will give users and potential buyers a good impression. That is, it will increase the brand recognition of the establishment. Well-positioned websites are also seen as trustworthy, inviting you to enter and buy. Not being among the first usually leads one to think that the store is new and does not have resources or good services.

Why Work SEO In Your eCommerce'?

It should be noted that SEO requires long-term work and takes time to bear fruit. However, a well-positioned company at the organic level also usually has more recognition and prestige than if the jump in the search engine is made based on advertising campaigns. In addition, SEO allows you to promote a website without rest, while SEM it is limited to the duration of the campaign.

Although SEO aims to increase the online store's visibility in search engines, many of the optimization actions will ultimately improve the usability of e-commerce. Therefore, a successful SEO strategy will make navigation easier for users and speed up the purchase of products. These improvements will also be reflected in Google Analytics regarding more time spent on the web, more page views, or lower bounce rate (the abandonment of users who did not even click).

What can SEM do for your 'e-commerce'?

The SEM, or the improvement of positioning through advertising campaigns in services such as Google Adwords, also seeks to improve the online store's visibility. In this case, at the top of the results page, which is where the sponsored content is usually located.

The first advantage of SEM is that it allows you to jump to the top of the search engine without much effort. With an investment, which does not have to be disproportionate, and a good choice of keywords, this objective can be achieved. If we have a website for selling second-hand cars, we will have to choose "second-hand cars" as the key search term. But remember that, besides keywords, Google will also discriminate against SEM campaigns based on the quality of the ad itself or the store's website. In addition, SEM generates brand awareness worldwide. That e-commerce is seen repeatedly when someone searches for "organic food" will be a first step to becoming a reference site in this field.

Finally, a note on cost control in SEM. In campaigns, there is the so-called pay-per-click (PPC). In other words, it is only subtracted from the contracted budget when a user clicks on the ad, but there is no cost for it to appear in searches. In this way, the store has an easier time controlling the investment and pays only when someone is really interested in their products and it looks like they will become a real customer.

Conclusion

As you can see, the design of good SEO and SEM strategies is crucial to success on the internet and, above all, in the world of electronic commerce. There are many competitors and a disproportionate amount of information on the web, but also tools to stand out from the rest and connect with potential buyers.

Ayatas Technologies is an experienced Digital Commerce Agency based in Sacramento, specialized in Magento, Woo Commerce, and Shopify eCommerce solutions for various industries.