I want to increase
My e-commerce sales, can you help me?”. A legitimate question that is often askby our clients who manage e-commerce and who ne a boost to increase conversions. But how can this be done? What are the best strategies? We have talk at length about the marketing actions that can be undertaken ton this article we focus on one of these: SEO .
Let’s look together at some of the actions that we at Extera carry out with our customers and that we still believe to be an important add value in a complete marketing strategy.
What is SEO and Why is it Still Important in 2024?
SEO is a vegetable garden: first you sow, then you reap.
Let’s start by saying that every SEO activity requires time to show tangible results that can be translat into KPIs and this process is often difficult to convey to the client, who instead expects results in increasingly shorter times. Doing SEO means on the one hand helping the search engine to understand the content of your site so that it can be propos to the user when a certain search is made and at the same time proposing to the user exactly what he nes.
Specializ databases, like geographic information special database systems or mical records, are made to handle particular kinds of data or tasks. For specializ applications, it improves efficiency, security, and performance.
The first thing we have to think about when doing SEO is the user.
Once upon a time, when SEO was focus Размеры стойки регистрации: полное руководство по выбору размера и функциональности on the use of keywords and online competition was less important than it is today, doing SEO was probably easier. Today, with the evolution of search engines, artificial intelligence and online competition, doing SEO is much more complicat and in most cases it is not enough.
SEO Strategies 2024: What to Do and Why
Every market, every website, every project is influenc by different factors, not only those that we are able to change and work on, but also by others that do not depend on us.
This is where data analysis , research and possible complementary strategies come into play .
While for some search queries there may be a greater chance of obtaining a good positioning with the right on-site and off-site actions, for others it is not at all simple and there is a risk of obtaining a momentary, highly volatile and poorly performing result. So what to do?
Combining SEO with PPC is often essential , especially for e-commerce websites: by optimizing the budget and focusing on keywords for which we unfortunately get less visibility, we will be able to complete the strategy in the best way to reach our objectives (sales, lead generation, PDF downloads, in-store visits, etc.).
On-site SEO
We won’t bore you with technical SEO notions bhb directory like canonical, hreflang or ALT, but it is important to include this short paragraph in our article. On-site SEO should be taken into consideration right away in order to publish a website optimiz for search engines and to facilitate indexing. These are all those actions that we carry out on our site to simplify reading for crawlers, who will take care of indexing and positioning our pages in search results.
This activity, which also includes the optimization of the site’s meta title and description, should always be prec by an in-depth keyword analysis. This will also allow us to make any changes to the site’s textual content and the name of products and services, base on what the user actually searches for online.
Offsite SEO
Off-site SEO is just as important as on-site SEO. We are talking about activities carri out outside the website that allow us to increase the authority of our site in the eyes of the search engine.
Among these we find: link building and guest posting , optimization of Google My Business cards , mentions and reviews .
itorial Strategy & SEO: A Winning Combination Still in 2024?
Blogging is dead. This is what many of the clients we have dealt with in recent months think. The truth is that when we propose an itorial strategy for an institutional website, a showcase site or an e-commerce, we are not always referring only and exclusively to the Blog. In a broader sense, we are referring to new content that should be insert into the site bas on an torial plan and a prefin keyword analysis .
This is one of the SEO techniques that we propose most often, not only because we are able to take care of writing the articles (or contents) internally but above all because it works.
Defining an itorial plan structur according to the Topic cluster model , a particular information architecture that develops the main arguments and relat topics as in the following image, is the best way to meet the right target audience.
What does the user want to know? What does he ne? What are his doubts? How does he search for our products and services online? How are our competitors behaving? Only by answering these questions will we be able to create interesting, unique content that will lead the user to navigate our website.
What about artificial intelligence for writing editorial texts?
We know that today there are many online tools that allow you to quickly obtain quality texts to insert in your blog articles or as content on your website pages. However, we must certainly consider several factors:
- these tools can be us by anyone;
- the generat texts must necessarily be rework and revis. This also happens in terms of internal link building, insertion of images and external links, based on the SEO strategy we are working on.
We certainly cannot say that these tools do not help us, quite the opposite. We must evolve and change our way of working following technology, following digital change, without being afraid but on the contrary adapting and always making the best of it.
Let’s see together the results of an editorial strategy applied to a website for about 8 years (when artificial intelligence had not yet taken over and the textual contents were written entirely by us SEO Copywriters).
The Stosa Cucine Case: Editorial Strategy for a Website
Among our most loyal customers there is Italian leader in the production of kitchens.
For Stosa we thought about this very strategy, together with a Local SEO activity that would push the store locator.
What objectives and KPIs does the client require?
- increase organic traffic to the site;
- increase positioning;
- lead generation (on the main site and on the Store Locator retailers);
- kitchen catalogues download;
- brand awareness.
After about 8 years of activity, based on a careful editorial strategy , the results we have obtained have been, and continue to be, truly exciting.
The keywords positioned compared to the beginning of the activities are visibly improved with an increase of + 30% since the beginning of the activities with an increase of + 52% in the last year , when the publication activities were intensified.
At the same time, the organic traffic of the site, aided by PPC, Local SEO activities and Link building, has allowed us to significantly increase access to the site via search engines.
In fact, the last 4 years have brought the following results compared to the previous 4 years.
The Divani.store Case: Editorial Strategy for E-Commerce
Among our most recent clients we find a young brand from Abruzzo that deals with the online sale of sofas and armchairs through
What objectives and KPIs does the client require?
- increase organic traffic to the site;
- increase positioning;
- increase in online sales.
After less than a year of activity, based on a careful editorial strategy , the results we are obtaining are truly interesting and confirm what we have said up to now.
The keywords ranked went from 0 to 700 in the top 100 search results in just 8 months.
The organic traffic of the site, comparing the last 4 months with the previous 4 months, has already allowed us to obtain excellent results.
Also in this case, SEO activities were supported by PPC campaigns on Google and Social Advertising strategies.
4 Points to Create an Effective SEO Strategy
So, where do you start to create an SEO strategy that actually works? Here is a short list of some activities that should be done before thinking about any search engine optimization activity:
- Define objectives and KPIs;
- Define the available budget;
- Perform a complete keyword analysis;
- Analyze market and competitors.
There would be many other SEO strategies to talk about for this 2022, maybe we will talk about them in the next articles.
