Web-based shopping has become a routine activity for Internet users over the years. A NETendances survey indicates that, by 2022, 75% of adult residents in Quebec will have engaged in online purchasing at least once[1].
Since its Canadian introduction in 2008, Cyber Monday has become a staple for both local shoppers and merchants.
Data from Cyber Monday Global highlight a 598% surge in Canadian purchases on Cyber Monday in 2019, compared to average days[2]—a trend that savvy retailers should leverage.
Major sale events like Black Friday and Cyber Monday depend significantly on digital marketing strategies. To drive more traffic and attract shoppers, what tactics do businesses employ?
Optimization for Search Engines
Organic SEO is a vital, long-term strategy crucial for an online store's visibility. The distance of a business from the first search results page on Google correlates with reduced traffic. In contrast, top listings are perceived as more credible by Internet users, thus attracting more clicks.
Also referred to as SEO, it involves techniques aimedat boosting the presence of a web page, site, or app in search engine rankings.
Search engine marketing (SEM) includes a range of marketing strategies such as SEO that combine organic optimization with paid advertising efforts.
SEO tailored for e-commerce focuses on enhancingrankings and growing organic traffic and prominence within search engine results pages (SERPs).
Initiating the Buying Process: The Role of Online Search
SEO emerges as the optimal strategy for merchants aiming to maximize their investment returns.
Indeed, a survey conducted in Canada from July 2020 to June 2021[3] revealed that about 61% of respondents engaged in online research prior to making a purchase.
Hence, performing a preliminary analysis toidentify pertinent keywords that rank high in SERPs is advisable.
A useful tip is utilizing the search bar on Amazon. This e-commerce giant is a treasure trove of valuable commercial keywords.
When you input a term in Amazon's search bar, the autocomplete feature offers additional related suggestions. These terms are likely to match what your potential customers are searching for online.
Strategic Keyword Implementation
After identifying the primary keyword for your target product, embedding it into the webpage's URL is crucial. Opting for a custom URL featuring the exact keyword, rather than a system-generated one, can enhance the page's position in search engine results.
Incorporating these keywords into the title tags and meta descriptions of the page, as well as into the alt text for images, is also beneficial for boosting organic search rankings.
E-commerce SEO Tactics
E-commerce search engine optimization demands astrategic approach.
It's common knowledge that SEO influences educational content and blog entries, as well as the descriptions for commercial products.
Such descriptions should offer a detailed, customized depiction of the product, weave in pertinent keywords, and accommodate the nuances of search engines. Furthermore, embedding internal links can motivate visitors to spend more time on the website, fostering chances for engagement.
Embracing the English adage "less is more," focus on select, high-impact keywords that resonate with the search and purchasing patterns of your audience.
Search engines penalize content repetition, so it's best to avoid copying manufacturers' descriptions and to craft unique text instead. The role of backlinks in enhancing search rankings is also significant. The caliber and volume of these inbound links from external websites serve as a barometer of credibility to Google and its counterparts.
A well-optimized site
Essential to any SEO plan is the refinement of thee-commerce platform. Information should be readily accessible, the interface user-friendly, and page load times quick.
Page speed matters greatly, impacting not only searchengine ranking but also the user experience. A sluggish website can repel potential clients.
The homepage acts as the storefront window and holds the most weight. Accessibility to other pages should be achievable within a few clicks, and transitions between pages ought to be smooth.
It's critical to ensure the website is optimized formobile usage. Given that 72.9% of global sales occur on mobile devices[4], a significant number of purchases are now made on smartphones and tablets.
The Blog as a Marketing Instrument
A blog stands as a potent element of a content marketing approach, enhancing a brand’s visibility, sparking user interest, and solidifying its status as a trustworthy entity.
Consistently posting detailed, high-quality content that aligns with your audience's interests and SEO best practices will bolster the trustworthiness and prominence of your e-commerce site. Collaborations with content creators and social media promotion of blog articles are additional tactics to amplify your store's fame.
Incorporating customer feedback also creates uniquecontent that positively influences SEO.
The Blog as a Marketing Instrument
A blog stands as a potent element of a content marketing approach, enhancing a brand’s visibility, sparking user interest, and solidifying its status as a trustworthy entity.
Consistently posting detailed, high-quality content that aligns with your audience's interests and SEO best practices will bolster the trustworthiness and prominence of your e-commerce site. Collaborations with content creators and social media promotion of blog articles are additional tactics to amplify your store's fame.
Incorporating customer feedback also creates uniquecontent that positively influences SEO.
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Navigating the uncertain world of e-commerce? We're here to assistin optimizing your website and implementing strategies to bolster your business's organic search presence. You can reach us at https://www.capital-image.com/contact
[1] https://transformation-numerique.ulaval.ca/wp-content/uploads/2023/04/netendances-2022-le-commerce-electronique-au-quebec.pdf
[2] https://cybermonday.global/en-ca/
[3] https://www.statista.com/statistics/1280099/online-search-before-purchase-canada/
[4] https://kinsta.com/mobile-vs-desktop-market-share/