SEO performance at the core of an e-commerce business

  • Author: Yana Omelchuk
  • On the topic: Internet marketing

SEO can’t be done only once. For lasting effect, search engine optimization should be performed at the core of e-commerce business.

Compared to nowadays, fifteen years ago SEO professionals worked differently. In order to enhance organic search, they filled a text with keywords, created a plethora of sitemaps and inserted links everywhere - in articles, blog comments, and others. Many things have changed since then.

Keywords relevance and link authorities are still used to develop SEO. However, they must be represented in accordance with the site structure and the way it is built; they also should be represented in the products that are offered and their names as well as in the content marketing offerings on and off the site. This is the main reason that your SEO should be performed at the core of your business.

To inform taxonomy and strategy, SEO professionals conduct deep keyword research on an ongoing basis. They also audit the site to make sure it works in compliance with all up-to-date requirements which boost traffic and sales as well. In addition, SEO professionals do their best to write metadata and optimize the content.

Consulting customers

While removing out-of-date and old content or creating a new one, professionals often meet some arguable, but interesting projects.

For example, once a client expected a recipe section to be performed in a different way. In fact, the content was changed to comply with search engines standards since after a quick review, a lack of navigational access for search engines was detected. In other words, there were no paths for search engines that could hinder this section from ranking. The problem lied in the lack of link authority in the recipes, even though XML sitemap ensured they were indexed. The pages with recipes didn’t also include enough structured data that would enable a lot of snippets when the pages were able to rank.

After these issues were resolved, the recipes were able to drive organic search of the site traffic and convert it into sales.

Such issues happen when SEO is not implemented before launching a project. Considering SEO at the beginning of a project, reduces the cost since no rework or fix will be needed. If SEO had been performed earlier, the recipes wouldn’t have needed a rework and could have been performed much sooner.

Involving SEO in all business aspects

SEO should cover all aspects on the site, from the strategy before launching the site to testing and development. For informing navigation, strategy, site taxonomy, copy, and page names, keyword research is used. Deep knowledge of algorithms and bot capabilities should inform design, navigation, platform choices, and development.

These areas can influence on SEO performance positively or negatively. SEO, integrated into digital processes of an ecommerce, leads a company to the highest SEO value and is a low cost project.

The natural enemies of integration are silos. Several teams, working on the same project, may submit unrelated requests for digital projects and task without confirming the most important of them; the team will prioritize those which were implemented first as opposed to the combined priorities of marketing, ecommerce and development.

Silos also may confuse SEO professionals to determine the interdependencies between projects and their impact on organic-search-driven ecommerce revenue.

SEO professionals often cause conflicts with the recommendations in the projects in other silos if only one silo is visible for a SEO professional. That also decreases SEO performance and a professional will not understand the reason that caused it. It may take quite a long time to resolve these problems and identify what was the originating issue.

Therefore, visibility of all silos won’t cost you more than an organic search engine performance.

SEO professionals with an access to all e-commerce functions

Select an internal or external person to prioritize organic search performance. But he should have visibility to digital, development, and marketing ecommerce functions in your company. Involve a person who can be an internal employee of your company, but able to work on SEO, at least, 50 percent of his time. You can also hire an external contractor who will be able to spend some time in your office.

The best idea is to hire a SEO professional in-house that ensures SEO to be the fabric of your company.

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