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SEO Changes Force Merchants to Diversify Traffic

Summary

The days as soon as your online shop obtained 80 percent of its traffic from organic search on Google are over. Here’s why: More shoppers begin their shopping process on Amazon, not Google; Google search is an advertising platform, not […]

The days as soon as your online shop obtained 80 percent of its traffic from organic search on Google are over. Here’s why:
  • More shoppers begin their shopping process on Amazon, not Google;
  • Google search is an advertising platform, not a free referral service to your shop; Google features ads more prominently than organic outcomes;
  • There is more competition for organic search phrases than ever before; Amazon.com is probably is promoting the products that you are, and advertising them on Google;
  • is your internet store mobile friendly? If not, you might not even appear in search results on mobile devices. Bear in mind, consumers shop on several diverse devices.

Time to Diversify

It is essential, in other words, for ecommerce merchants to invest in stations beyond organic search. The first tendency for many retailers when they see that their visitors fall would be to spend more on search engine optimization. However, it’s time to diversify your traffic sources.

Google will encrypt all hunts going forward. You will no longer have to learn what keywords are referring visitors to your store if you don’t advertise with Google AdWords. You don’t get to conduct a monthly report which shows your keyword positions. Instead you can visit your Google Webmaster Tools account and discover a keyword was shown X times, and the results appeared anywhere from 1 to 1,000 in position. That is unhelpful beyond overall tendencies.

Many merchants were struck by Penguin or Panda updates even when using the best search optimization practices. Their organic traffic declined as did their earnings. Now we’ve got the Hummingbird algorithm update that will probably make it more challenging to target certain keywords as search results become more contextual. Next year, who knows what the title of this upgrade will be, but it will probably change the game once more.

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Purchasing search engine optimization will be very tricky to measure. Whatever your search engine optimization expert says, it is time to broaden your sales and marketing channels. You might need to change how you do business. It will probably require investment.

Still not convinced? This is easy look for”mens socks,” below. Google’s search results are optimized for advertisers, with slick features to make ads more interesting and effective. Few people would go below the fold to check at organic results. Oftentimes, those spots are occupied by Amazon, Walmart, and other international retailers.

Google search results for “mens socks.”

Option Traffic Strategies

Large retailers have huge staffs of search engine optimization specialists — or they outsource to agencies — to make certain that they appear on page one. Smaller retailers, however, can compete for pay-per-click advertisements and Product Listing Ads. Does this require investment? Absolutely. However, you can experiment in very tiny increments and easily quantify your outcomes.

There are other alternative strategies and tactics you can experiment with to expand both your sales and marketing channels outside search advertising. These include:

  • Marketplaces;
  • Advertising your products on Amazon.com, even if you don’t sell there;
  • Comparison shopping engines;
  • Affiliate networks;
  • Display advertisements or promoted posts on Facebook to reach targeted audiences;
  • Remarketing advertisements;
  • Pinterest boards;
  • Instagram posts;
  • Twitter, to participate in conversations with clients and prospects.

Other approaches to consider, to expand your visibility and conversion rates, include:

  • Segment your email lists and goal using particular promotions;
  • Loyalty programs;
  • Facebook posts, sweepstakes, and contests to gain fans and email readers;
  • Mobile-friendly online shop and mails;
  • Add reviews and ratings into your shop; encourage clients to participate;
  • Use A/B testing to maximize your shop;
  • Use price monitoring tools to maximize your prices and margins;
  • Refresh your store’s look at least twice per year;
  • Use seasonal classes to feature promotions and seasonal products.
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SEO Still Important

If you continue to invest in SEO? If you have been doing it all together and your earnings are still in decline, consider shifting your investment. If you continue to use best practices for SEO? Absolutely.

  • Create original content.
  • Attempt to get backlinks from related sites, particularly from bloggers that cover your goods area.
  • Use good search engine optimization structure in your shop — names, descriptions.
  • Publish a website map regularly.
  • Monitor and fix issues noted on your Google Webmaster account, like 404s and duplicate links.
  • Use keywords which are related to your products, but do not overuse any keyword. Write content that’s appealing to customers and will compel them to purchase from you.

Realize that SEO has shifted. Alter your thinking to deliver content your clients will benefit from, as opposed to content that Google will reward you for.

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