“Why do I need SEO for an Ecommerce product website if I’m already using Pay Per Click and Google Products?”
One reason is because unlike the latter two paid traffic sources, SEO is long-term and independent of paid results. Search engine optimization is ultimately about long tail search relevance. Long tail searches are the searches humans actually type into a search box. They revolve around (usually) very competitive core terms, like “baseball gloves”. If you are just competing for that term alone, you’re not going to get far unless your PPC budget is enormous and you have time to work out the bugs. But if you’re optimizing for organic search (SEO), you’re going to do well to optimize your landing page and other relevant/nearby files for a wide array of terms. That means implementing a content strategy that includes SEO considerations as part of your plan to create useful content for your target audience(s).
“How do I do that?”
Getting to the how is hard on your own for any business owner or non-specialist. One way is to hire the right SEO company. But they’ll need to understand Google’s business model and history of algorthmic evolutions on a personal level to really understand how to anticipate the changes coming over the horizon and those already implemented recently and in the SEO past.
“What is good SEO for Ecommerce anyway?”
Good Ecommerce SEO is balanced, best-practices-tested search engine optimization for your Ecommerce website that takes care of structural flaws like non-designated domain prefix preference, canonical URLs, flattened hierarchy, asset optimization (things like PDFs and video files, images…) and page content and image optimization that is built into (not on top of) your actual page content.
And last but not least, product optimization that has best practices and accessibility firmly in mind at all times. Landing page optimization for PPC on Ecommerce sites with hundreds or even thousands of products absolutely will need dynamic ads to best reach the diversity of competitive search strings currently in use. Keyword research and trends are key crossover items applicable to both your paid and organic results strategies. This is yet another reason to do comprehensive SEO to prepare your website technically for the rigors of an intense Pay Per Click campaign.
We work with Ecommerce solution providers to bring the best of internet marketing services like search engine optimization to Ecommerce companies just like yours. For more on how to make your Ecommerce website more visible in SERPs, contact us.
- Mark Brimm is founder and Marketing Director @ 123interface.com and author of AdWords University and The SEO Instinct.