How SEO affects your business?

If you're a business, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy.

Users leading SEO:

For the first time in the history of marketing, users are offering up their actual intent through the words that they type and speak into search engines.

And more than ever before, you can measure the results of your SEO efforts as a marketing channel.

SEO Free or Paid?

While search engines don't charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free.

You'll need to spend the time, the money, and the resources to do this the right way.

The good news is that this can help you reach a tremendously large audience, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment.

More and more content appears on the web every second of every day. And your customers need search engines to help make sense of it all.

Why SEO good for people?

People search to find answers to their questions, to buy products, to find a place to eat, to book travel, to get news. Just about everything we do online starts with a search. We call the motivation behind a given search intent. And it's not just done around the family PC anymore. The explosion of connected mobile devices and voice assistants means that we have access to search just about anywhere in the world with just a few keystrokes or voice commands. 

What people search for and the words they choose when making their query says a lot about their intent, or what actions they want to take at a specific moment in time. And this has traditionally been the Holy Grail of marketing research.

If somebody searches for Diving in Dahab or where to buy a digital camera, it's very easy, as a marketer, to understand what they're looking for. The role of search engines is to match those user search queries to pages that match that topic. And if you sell cameras, well, what that means to you is that you can create relevant content that meets the needs of the searcher at exactly the right moment.

Good SEO can essentially provide you a stream of some of the most targeted, intent-driven traffic that you could possibly ask for. But more than that, one of the biggest benefits of search engine optimization is the ability to actually measure your results. You can use your website analytics data to find out exactly how successful you are in acquiring search engine users. And you can see if those users' actions are in line with your business goals.

 

Evaluate your business:

You can evaluate the effectiveness of your content in attracting and advancing the user through your sales file. And you can measure what they do and what they don't do on your website and beyond. By attaching real dollars and cents to those actions that began with a simple search, you'll be able to truly measure return on investment from your SEO channel.

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Understanding SEO and ecommerce

Understanding SEO and ecommerce

Selecting transcript lines in this section will navigate to timestamp in the video

These days, lots of people 

use search engines for shopping, 

whether they're in the early stages of research 

or they're ready to buy something right now. 

Whatever stage of the buying process they're in, 

if you sell the products that they're searching for, 

you're going to want to be found. 

And there are a few different things to consider 

that are specific to E-commerce websites 

that can help a search engine match your pages 

to the intent of people's search queries. 

How to display your product on the website? 

First and foremost, 

remember that everything that applies to normal content 

also applies to
E-commerce pages. 

The common best practices around website linking structures, 

external links, and on-page optimization 

are all very important. 

But in an era where search engines 

want to explicitly identify content 

at the most granular level of detail that they can, 

we want to make sure that search engines are very clear 

that your E-commerce content is exactly that. 

Beyond the typical HTML code that's found on your web pages, 

you can use very specific metadata 

to help identify your content as E-commerce content 

and describe the products that you're offering. 

Example of HTML codes for product display:

<div>

1.   <!-- http://multivarki.ru?filters%5Bprice%5D%5BLTE%5D=39600 -->
   
2.   <span>315</span>
   
3.   <div>
   
4.     <img alt="Photo of product" src="http://img01.multivarki.ru.ru/c9/f1/a5fe6642-18d0-47ad-b038-6fca20f1c923.jpeg" />
   
5.     <a href="http://multivarki.ru/brand_502/">
   
6.       <span>BRAND 502</span>
   
7.     </a>
   
8.     <div>
   
9.       <span>4399 р.</span>
   
10.     </div>...
    
11.     <div>
    
12.     ...
    
13.     </div>
    
14.   </div>
    
15. </div>
16. 
    

But even before you put in place those technical components, 

it's still as important as ever 

to
know what keywords your potential customers 

are typing into search engines. 

Make sure to analyze your keyword research 

to determine what intent people have 

when using certain keywords 

and what content they're looking for. 

If you find that people are searching for comparisons 

between you and your competitors, 

then you might consider building content 

specific to that need. 

For those typing in keywords 

that indicate they're further down in the purchasing process 

like by product X or product Y coupon, 

well, you'll want to ensure that the content you're creating 

contains an easy path to the shopping cart. 

One more thing that's unique to E-commerce 

is that the products that you sell 

are often being discussed outside the bounds 

of your own website. 

You can find discussions and reviews on forums, 

social media, or other websites 

about the products that you sell. 

And these can be great opportunities 

to jump into the conversation as a knowledgeable expert. 

If someone is posting a review of their experience with you, 

you can use things like Google Alerts 

or social media monitoring tools 

to make sure you are aware of it, 

and good or bad, it's an opportunity for you to listen 

and join the conversation. 

If people are expressing negative feelings 

about you or your product, 

you can reach out to them and resolve the situation 

in the public eye. 

And if people are saying good things about your products, 

reach out and say, thank you. 

It might even lead to social media activity 

that ends up building links 

or a user-generated content for you. 

All of these public mediums are seen by search engines, 

as well as people, and you can gain 

some very tangible benefits from both.

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