SEO also increases conversions during Black Friday, Cyber ??Monday, Christmas, New Year, Valentine's Day, Easter. Read on to find out why.
Those who manage e-commerce know well that in some periods of the year the purchased race becomes hectic and strategies must be planned to overcome the competition or at least to stay behind the big names.
Probably this happens because it is thought that the optimization of the sites is an effective activity only in the long term and that, instead, the advertising (abbreviated ADV) means advertising, it is a paid message that an Insurance company sends to inform or influence the people who receive it ... give immediate effects.
All true, but we must think about the fact that these two promotional methods are not in conflict and that, in a forward-looking strategic plan, SEO is a winning weapon in most cases.
In the following paragraphs, I will try to shed some light on this topic and give ideas to improve the performance of e-commerce during specific recurrences.
The Topic Of This Post
1 An ever wider Black Friday: digital marketing must adapt2 SEO and ADV during recurrences3 Different touchpoints for conversion: the importance of SEO4 SEO tips to sell more during recurrencesAn ever-wider Black Friday: the digital marketing.Let's take into consideration what in recent years is the most awaited day to take advantage of exceptional offers: Black Friday.
I will not be telling the story of this anniversary during which millions of users go hunting for opportunities not to be missed, but it is right to consider the expansion of "Black Friday " which today does not only involve this specific post-Thanksgiving anniversary ( on Thanksgiving) but several days before and after it.
Today we talk about the Black Friday week with discounts and offers ranging from the Monday preceding the fateful date to the now well-known Cyber ??Monday.
What seems like a simple observation of the facts is often forgotten by those who have e-commerce. If a few years ago the strategies focused on single-day sales and the budget THE...it was heavily invested in campaigns dedicated to it, now it is necessary to distribute the resources available to capture customers for several days.
Start planning strategies and taking care of the SEO of the site and the landing page often after having ... dedicated anniversaries are the best practices to be implemented even if you want to invest in online advertising.
SEO and ADV during recurrencesToday indiscriminately bombard users with a banner. The announcement consists of an image (.jpg, .png, .gif) or an object ..., emails, posts, messages to stimulate them to buy is not a very effective methodology, especially in times when everyone wants to sell and the fire of “buy from me, don't miss the opportunity” comes from all sides, non-stop.
What works is to make the brand A combination ...to the target audience long before offering discounts, because a user who knows the company is much more likely to buy in anticipation of important holidays and also at other times of the year.
This is where SEO becomes an ally of ADV. Having a site well positioned on search engines means being intercepted by users who search for the keywords on which we based the optimization of the web pages and, therefore, make the brand known by increasing the sense of trust of the future buyer.
The effect of an ADV campaign designed for Christmas gifts, for example, is much more effective if the e-commerce it invites to buy is known. Amazon does not sell a lot just because it has an infinite catalog and good prices, but precisely because we know Amazon.
Scrupulously taking care of your digital store from the point of view of technical SEO and content is what distinguishes it from competitors in economic parlance, a competitor is a company in the same sector or a similar sector that offers a similar product or service. Could be... less attentive, but we must constantly optimize and respond to the needs that users manifest through the query.
Several touchpoints for one conversionI see online advertising, click and buy. It would be nice if the average buying process were that simple, but the reality is very different and much more complex.
It is typical for a user to go through several steps before getting to make the final conversion by proceeding with the payment of what they put in the cart. This can also happen when a person wants to take advantage of an unmissable opportunity.
Today's customer journey passes through several online touchpoints:
BlogLanding pageCompany websiteE-commercePaid adsSocial networkE-mailPrivate messagesChatThe user's need is to understand what he is going to buy and who is the best seller to buy from, for this reason, the customer journey is made up of several stages that only ultimately lead to the click on "buy".
It is evident by scrolling through the aforementioned list that SEO is essential if you want to create a relationship of trust between merchant and buyer and this does not only apply to sales on the web.
We must be aware that today people easily switch from the web to real life when they are looking for information and savings opportunities. It is not uncommon for people to do research online and then buy in a physical store or, on the contrary, to go to a real business to see an object that is then bought on e-commerce.
This complex customer journey must be taken into consideration in the strategies designed for sales in specific periods and with it also the SEO of each web page that can be visited by the user interested in the product or service.
SEO tips to sell more during recurrencesYou cannot talk about SEO activities to be performed only when crucial dates are coming in which you aim for the surge in sales, but you must check in advance that all the crucial web pages inside and outside of e-commerce are optimized.
The main actions to be done are:
Check for errors or broken linksMake pages load fastTake care of the User ExperienceOptimize the Call To Action usedOptimize imagesCheck that the contents are consistent and up-to-dateUse URLTest from desktop and mobileAll these activities are not superfluous but are to be considered fundamental elements to sell online and to make the ADV campaigns programmed at particular times of the year even more effective.
