For the ecommerce marketing manager, there are a number of streams available to funnel traffic to a website to increase sales, drive revenue and grow the business. The services we provide; SEO, Paid search, Content and Social media marketing are all viable and effective methods of achieving these aims.
As a search marketing agency, we have found is that when we are contracted to deliver two or more of these campaigns, the different methods combine and feed back into each other, creating more value. For example, the traffic and impression data from PPC is a very valuable input into organic search, or, say, the efficacy of both a content marketing and an SEO ecommerce campaign is increased by the feedback from both.
So, we very much believe in the idea of looking at the results of your online marketing as a whole; visitors that initially find your site through a social or natural funnel can be convinced by your website content, and will then convert at a later date through a paid advertising click. So, we’re left not looking at an ‘SEO for ecommerce’ campaign, or a ‘Facebook marketing for ecommerce’ campaign, but rather, an ‘ecommerce search marketing’ campaign that employs all the tools that are at the marketer’s disposal to deliver the best results from them all.
We therefore present some of our varied writing on the subjects, kicking off with a blog on one of the most important factors for a website, ecommerce or not – return on investment
Calculating PPC ROI for beginners
I have been working in online marketing for 5 years now and the amount of online business owners who do not understand return on investment (ROI) really surprises me…read more
The two biggest challenges with starting out on optimising ecommerce websites can be covered in roughly two parts: Creating the right technical environment. For example, showing just one product per SEO-friendly URL. It could also cover higher-level issues such as removing any confusion between what are catalog [sic] pages and what are product pages…read more
And some more tips;
E-commerce tips for special offers and group products
With some ecommerce platforms it makes sense, and is easier, to use the site’s own query function to generate grouped product pages.
So, rather than code a unique page or create a template that pulls identified products together you can just create a query-string URL that searches what you’ve got in the database and lists them in a nice ordered fashion…read more
Finally, as with all search marketing, content has huge impact on how you attract and retain your customers;
Write product descriptions that matter. Optimising a product heavy commerce site requires that someone like me goes through it with a fine tooth comb, and I’ll recommend that each and every page holds some unique, plain text, descriptive content…read more
Proving the theory -
Muddy Paws: integrated search marketing delivers for ecommerce websites
Muddy Paws is an ecommerce business specialising in selling top quality dogs and puppies products that include dog beds, baskets, collars and coats. Using our SEO and PPC management together to form an integrated search strategy, they’ve seen business increase dramatically…find out more
We’ve showcased only a little of our writing on this topic, so click through to explore more articles on the Vertical Leap website about e-commerce search marketing