Learn to strategically position your ecommerce in search engines
The traffic of your website can be influenced by two types of online positioning, SEO or SEM, and this positioning is a favorable factor in your ecommerce because thanks to the traffic you can generate sales in your ecommerce. This time we are going to go to the SEM for ecommerce to tell you about the importance of creating a web positioning strategy for your business.
If you have an ecommerce, the safest thing is that you have already tried to promote it in search engines, but doing it correctly involves strategy and before starting to talk about all those steps that you can take to optimize an SEM strategy, it is important that you know more about full of what the SEM for ecommerce is about.
SEM for its acronym in English means ̈ Search Engine Marketing ̈ and it is clearly linked to the advertising that is done in search engines, that is, it is the paid traffic that your online store can receive, something like buying advertising space in search engines. But applying it is not only accepting advertising and creating it without guidelines referring to the products you have in your ecommerce. Because although SEO for Ecommerce is one of the marketing actions used for its profitability, as long as it is executed correctly, favorable results will be seen.
It is also recommended that before applying an SEM strategy for ecommerce, you have a fairly optimized web page prepared to receive traffic and stay. For this reason, you should always do both SEO (organic traffic) and SEM strategies for your ecommerce.
Make ads more than to sell to reveal your brand
Learn how to drive traffic to the right web page
Take the time to get to know your customers well
Perform a thorough but effective keyword search
Carry out timely monitoring of your SEM campaigns for ecommerce
Research what your competition is doing
Learn how to make the best bid for Keywords
They will always tell you that you must make attractive ads, but that is not the same as lying to attract, rather revealing to sell. Although it is necessary that the ads you make in the SEM strategy for ecommerce are attractive and call for the click, you must also make sure that you have a unique sales proposal. That it is the quality that you offer and that your page is everything that was promised for each user that arrives at your web page.
A common reality is that many SEM ads for ecommerce fail because they don't make ads that are truly attractive to the user or because they sound like too much false promotion. It is necessary that you take care that your ads never sound boring, if you are not convinced, do them again as many times as you think is necessary. Make them attract the attention of the right person, for this, always try to reveal the most important aspects of your ecommerce and thus capture the attention of the public correctly.
Once you know how to make attractive and engaging ads, make sure you direct your website traffic to the right page. When receiving traffic on your website, it is best to convert them, but after the click, the SEM did its job. That is why it is necessary that the landing is prepared to receive users, things like: having an optimized page, fast and that its structure is responsive.
In this way it is essential that the link goes directly to the page where you want them to go, preferably the page where the correct content is for which the person has clicked on it. This, in order to avoid dropouts on the landing page and to be well directed, must be consistent with what is named in the SERPs. If your ad is confusing, you can direct the wrong people to it and that traffic will not really mean anything to your ecommerce.
For example, when you have an ecommerce, it is recommended that you direct those interested in the products to the pages where that product is and not to a broken link or the main page of your ecommerce. In this way the abandonment rate of the site will be lower, because the user will be receiving exactly what was offered in the searches.
Everyone has an ideal client and a negative profile to see clearly, what in Inbound Marketing we know as ¨Buyer personas¨, it is necessary that you already have these people well identified. So that you can investigate the way they do their searches on the Internet and offer them exactly the type of valuable content they expect. If you don't take the time to get to know your customers, you may be creating content for the wrong person.
In this way, research very well the keywords and search levels by which potential leads are looking for a service or product like yours. It is advisable to verify very well the way your client buys through your website. Well, knowing its path allows you to offer it exactly what fits it and make the necessary improvements to make the visit to your online store more effective.
Similarly, make sure you identify very well the pages of your website that make conversions, because those will be key points to improve your main page. Find the most searched and sold products on your website so that you can optimize the pages where they are and attract people appropriately as a result of them.
Although this should be considered one of the first steps to carry out a proper web strategy, you need to choose the right keywords for your ecommerce. Well, before starting to do an SEM campaign, you have to do a thorough search and create a list of keywords linked to what you do in your online store. You should also look for variations of that keyword and look for the ones that typically have the most search volume. To carry out this part, there are a series of free and paid tools that help you position yourself in the right way.
Before wanting to do many SEM campaigns for ecommerce again, make sure to measure the results of the first one carried out. It is necessary that you learn to know how people relate to your type of content and product so that in each campaign you can fine-tune details. It is those details that will give you the necessary tools to better connect with your ideal audience, but not only that, it will help you understand what content they normally like to receive.
Measurements in marketing are necessary to improve strategies, because they allow the strengths and weaknesses of each campaign to be identified. Well, as you optimize the ads, you will significantly improve the conversion rate in your ecommerce.
After all these steps, when creating an SEM strategy for ecommerce, it is necessary to analyze the competition online. This way you can know their strengths and weaknesses as well. To analyze the competition you can use tools such as AhRefs and SEMRush, these allow you to see in detail the actions of your direct competition in search engines. Things like: what words do they rank for and how do they perform their specifications?
In this part you will learn to track suitable and well-positioned keywords, but above all you must learn to choose the correct ones. In the same way you will be able to obtain from these tools suggestions of keywords and contents that adapt to your field, according to the searches of other users.
Another important part is learning to make the best bid for Keywords, this is done in search engines like Google. The auction determines that the ads should be displayed through an auction of ads that are displayed every time someone searches for a product on google. But before wanting to create an SEO campaign for ecommerce, three main factors are taken into account:
Bid Settings, which tell Google Ads how much they're willing to pay for each click on the ad, usually starting low and increasing as the auction progresses
Quality of the ads, for search engines it is necessary to measure the relevance of the content you publish on your website. In such a way that all ads must go through a kind of web scanner that determines the quality level of what you are offering.
The impact that your product creates, here comes the attractiveness of the headline you choose for your ads, when creating them you should consider adding all the information that may be relevant to the user and even include links to other specific pages. But Google takes into account the impact that extensions and ad content will have on ad performance.