By Jack M. Germain
February 12, 2021, 4:00 p.m. PT
If you are a seller and you are selling your goods online, how could you not access ecommerce today? It’s time to take a fresh look at your search engine optimization strategy. You may need to tweak your SEO process to drive more customer traffic to your website.
Once you have expanded your understanding of SEO, you can improve your search engine rankings. Software tools are available to provide data and warnings about the general health and success of your website.
Using SEO tools can help uncover areas of opportunity and identify weaknesses or problems that are preventing you from ranking and providing better visibility on search engine results pages or SERPs.
This is how Google displays search query results from internet users when they visit your website. SERPs generally include organic search results, paid Google Ads results, knowledge charts, selected snippets, and video results. In today’s dominance of online shopping, some traditional marketing methods are obsolete. However, the effectiveness of your SEO rankings remains an essential part of your marketing strategy.
SEO for Marketing
Search engine optimization is one of the most cost effective marketing strategies you can use. It becomes a magnet to attract consumers who are actively searching for your products and services online.
SEO is more important than ever. According to Steve Wiideman, President and CEO of the Wiideman Consulting Group, more and more consumers are turning to the Internet for products and services they may have purchased in the past for an offline prepandemic.
“Restaurants in particular have survived either by partnering with delivery services like Doordash, Postmates, Uber Eats, Grubhub, or by developing keyword-rich pages on their websites. Keywords address external searches that customers use to find delivery, takeaway, carside, curb or food in Free near them, “he told the E-Commerce Times.
A typical example is Applebee’s, where the number of organic visits in 2020 increased by 37 percent compared to 2019 and the number of online orders increased by over 167 percent. Even if Google Maps traffic decreased 23 percent because fewer customers needed directions, online orders for Maps and “3-pack” map lists in organic results increased by over 27 percent.
“Customers have changed their buying habits, some indefinitely. These new online ordering customers have discovered the convenience of online ordering and are likely to continue the new routine after the pandemic has ended,” said Wiideman.
The E-Commerce Times discussed the basics of developing an SEO strategy for 2021 with Steve Wiideman. He is an SEO expert and has worked with brands like Applebee, Public Storage, IHOP, Skechers, Blake Pizza, Technicolor, Bosley and Belkin, Linksys, Homes.com, FIDM, Essentia Health, and Grand Seiko.
Steve Wiideman, President
Wiideman Consulting Group
Wiideman designed and taught the Website Optimization and Strategic Search Engine Marketing online course for California State University Fullerton and the SEO Tools and Analytics course at the University of California at San Diego. He is an adjunct professor at the University of California at San Diego, California State University at Fullerton, and Fullerton College – and was recently hired to write a textbook for a popular online college learning service.
Ecommerce Times: Is SEO Impact on Commerce in General, or More Critical to Ecommerce? Why?
Steve Wiideman: Ecommerce is probably the most critical marketing tactic for businesses today for a number of reasons. It’s much easier to track the ROI of marketing efforts when a transaction can be tied to a specific medium, e.g. B. Search, social, email, referral or other marketing.
Second, many users save their information or register for an account when purchasing, so advertisers can use remarketing strategies, newsletters, and loyalty programs, reducing more expensive advertising materials like bidding on keywords on the Google Search Network.
What does successful SEO look like?
Wiideman: Successful SEO is measured using simple key performance indicators (KPI). Some of the most important for many advertisers include:
on. Year-on-year and month-on-month sales growth from organic farming
b. Year-over-year and month-over-month sales growth with cards and 3-pack lists
Other KPIs that the various members of the SEO team may monitor are:
on. Percentage improvement in the event of problems with technical locations
b. Percentage improvement in the speed / loading times of mobile pages
c. Average keyword position of the recorded and monitored keywords (often segmented by category or business objectives)
d. Number of new inbound links earned through top funnel / informational content (e.g. FAQs)
A successful campaign has the first KPI goals that are achieved and exceeded within 12 months. Here’s a link to a template we’re using with several of our restaurant chain’s customers. This template evolved into a Google Data Studio dashboard over time, but it’s more current than ever to this day.
How can companies develop an effective SEO strategy for 2021?
Wiideman: Businesses can develop an effective SEO strategy by spending one to three months on research and planning. The following results come from an experienced strategist:
on. Technical SEO audit
b. Competition report “Baseline”
c. Link audit and strategy
d. Extensive keyword research (existing data and competition information)
e. Website taxonomy and information architecture plan (based on keyword research)
f. Local and / or Ecommerce SEO Strategy
Upon completion, the action elements from the research are organized in a project management system such as Monday.com, Basecamp, Jira or (our preferred) Smartsheets. Tasks are assigned, prioritized, and due dates added to ensure accountability.
How has the global COVID-19 pandemic affected what and how people search the internet?
Wiideman: The biggest change we’ve seen in search engine behavior is the use of the terms “near me” and “online”. With fewer shoppers shopping, online shopping is more important than ever. Businesses maximize conversion rates (visit-to-sale) with a mobile shopping experience that requires a visitor’s thumb to be used throughout the entire experience.
As mentioned earlier, for the restaurant industry, addressing keywords by enhancing the content can keep kitchen lights on.
How Can Online Retailers Avoid SEO Scams?
Wiideman: SEO is becoming more and more transparent today. Business owners don’t get caught up in “we can put you # 1 on Google” spam calls that often. Instead, they are running late to educate themselves as part of their survival strategy.
This is why we created our free SEO master class to give business owners the education and training they need to manage SEO in-house and prevent them from being exploited by clever callers.