The world of SEO is a strange and complicated world. Once you take the red pill, you find that the rabbit hole is much deeper than you ever imagined.
Local SEO is much different from social media promotion. On page and off page are completely different worlds.
What about doing SEO, promotion, and marketing for your ecommerce store? Do all of the same rules apply as they would for a brick and mortar store? How does it compare to a niche site?
Sit tight. Today, I’m going to break down what you need for promoting your ecommerce store and what you don’t need to worry about, so read on.
Luckily for you, local SEO isn’t anything you need to worry about if you don’t have a brick and mortar location. Unfortunately, local SEO is one of the easiest ways to boost business.
So this isn’t a good thing. It means you need to work harder online since traditional methods aren’t really an option.
What are the options?
The biggest problem with blogging is how important it is for your ecommerce business. It doesn’t matter what you are selling. Windows, sneakers, solar panels or furniture, it’s all the same.
When you have a brick and mortar shop, keywords really aren’t part of your overall marketing goal. But when you’re solely selling online, keywords are your religion. They need to be all over your website without being overstuffed. And the best way to accomplish this goal is to blog and blog hard.
Investing in a content team is definitely where you want to sink your dollars. When people ask me how often they should post on a blog, I always reply with, “How well do you want to rank?”
This is the most honest answer I can give. A great blog is going to bring in a ton of business, both from organic traffic and social media.
Now, I feel the need to put in a disclaimer here. It’s not enough to blog. Crappy content isn’t going to do you any good. You need quality blog posts that create a ton of value and makes people want to come back on a regular basis to read more and eventually buy something.
You should post as often as you can stand it. If your writing team can crank out ten solid blog posts a week, then do it. If they can only do 5, then do it. Put up what your team is capable of doing. Putting out fresh content on a regular basis helps boost your rankings and your domain authority.
The Keys to Blogging
I’ve written on this topic in great detail on Shoemoney. So I’m just going to give a quick rundown.
- Know your keywords
- Plenty of external and internal links
- Calls to action
- Scannable content
- Great introductions and conclusions
Make sure your team understands just how important their jobs are to the business. You rely on online methods because your store is online and I’m assuming your target audience spends a lot of time on the internet.
If you make sure your writers are all on board with creating great content and you train them to write for SEO, you can utilize your blog in amazing ways.
If you have a new ecommerce business, organic rankings and traffic are going to be zero. Social media is how you’re going to get early customers to your shop.
You’re going to have the most success with the channels your target demographic is using the most. Let’s say you cater to younger people. Specifically, the millennial and Gen Z crowd. These demographics spend the most time online and on social media, so it makes sense to target them for an online shop.
You definitely want to use the tried and true networks, such as Twitter. But you also want to look into “what’s hot” and do some research to find out if this is a potential channel that can bring in traffic. These are channels like Snapchat and Instagram, which marketers are currently spending a lot of time on testing.
If you have a large female demographic, then Pinterest is a no-brainer. Notice how I didn’t mention Facebook. There is a reason for this. Younger people don’t use Facebook as much as they used to. It’s becoming an old person’s social network, as young people flock to what’s new and shiny.
Video is the future of marketing. YouTube, Instagram, and Facebook, among others, have options to post videos and stream live. Despite this, only 9% of small businesses are using it.
This is a great way to get someone’s attention, especially if you’re going to offer something they can only get from watching this video and then doing something.
YouTube is not just a video platform, it’s also a search engine. To be precise, it’s the second most used search engine in the world and millions of hours of content are consumed every month. On top of that, it can also turn into a secondary income stream for your business.
Google isn’t a big fan of niche websites and affiliate marketers using AdWords. Legitimate companies are a different story.
However, this option can get really expensive really fast. If you want to explore this option, you want to speak with a professional or hire someone to handle the account.
While it is expensive, people who click on PPC ads are way more likely to make a purchase. They know exactly what they’re looking for, they’ve consumed a lot of content on the subject, and they’re ready to buy. So it’s definitely worth the trouble.
The Bottom Line
Ecommerce promotion isn’t necessarily harder than other forms of promotion and traditional advertising.
It just requires a laser focus and knowing exactly what you’re going to do it and when.
There isn’t anything in business that’s truly impossible. But you do need to find the holes and fill them.
Know where your audience is, be there, and let them know what you do.