SEO at (Almost) Every Stage Of The Customer Value Journey
SEO is a vital marketing channel for any eCommerce company. Whether you’re just starting out and are trying to attract new business, or you’re well-established and looking to keep your customers coming back, SEO can help.
But what many business owners don’t realise is how SEO should be a priority throughout the entire customer journey, from finding your site through to making a sale and then through to the post-purchase relationship.
In this post, we’ll take a look at the slight differences between the sales funnel and the Customer Value Journey, and how SEO can help at almost every stage.
What Is A Sales Funnel?
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Tips for Leveraging Content in eCommerce
When it comes to eCommerce, using content beyond category and product pages as part of your SEO strategy is in a bit of a weird space. It’s often seen as something that needs to be done for nebulous “SEO reasons” without being a vital part of a strategy. This leads to lots of sales-driven blogs which are written solely for Google and don’t drive any real results. This means you’re missing out on huge opportunities to drive real results for your brand.
We’ve implemented content marketing campaigns which have driven six figures in additional revenue directly and had lots of additional benefits besides. Here are some of our top tips for leveraging content in your eCommerce SEO strategy.
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How I Started Speaking at SEO Conferences (True Story)
How Did This Exciting Journey Start?
Conferences I Have Spoken At So Far
What’s On My Agenda For the Next Months?
Why did I want to be a conference speaker? What was my motivation?
How do I manage my speaker application processes?
Resources, Methods & Additional Tips
What Else I Can Share With You About My Presentations?
How Did This Exciting Journey Start?
» Read more about: How I Started Speaking at SEO Conferences (True Story) »
The changemakers of SEO
I was sitting in a meeting room with the technology and digital category judges for the 2022 Women of the Future awards – shortlisted for my leadership and neurodiversity advocacy – when judge Peter Brown MBE asked me what winning would mean for both me and the SEO industry.
Slightly taken aback by the gravity of the question, I realised Peter had a point; I hadn’t seen SEO widely represented outside of our own industry awards.
We discussed how the perception of SEO to the rest of the UK population could be formed by what they’ve seen on reality TV, such as Mark Wright founding Climb Online on BBC’s The Apprentice.
Indeed, my own perception of SEO has been formed in the many years I have worked in the industry. I have seen it from many angles, some uglier than others. But at the heart of it, I do believe that there is a beauty waiting to be uncovered.
In the end, I told Peter that winning would shine a light on the often mysterious ways of the tech/marketing hybrid discipline in which we work. It would open the door for more stories to be told, and for individual, community and company contributions to be validated.
I realised that being shortlisted for an award like this could even change the narrative I’ve created in my own mind, if not those of others too.
Once you’ve read one too many SEO Twitter dramas, or set up your 97th inbox rule to send the constant stream of link requests to spam, it takes a while to shed the negativity and instead see the light.
The reason I am writing this post is to showcase some of the more wonderful assets of the industry in the UK, which I’ll dub the ‘changemakers of SEO’. This is a non-exhaustive list, so please do reply to this post and comment with the people that make the biggest difference for you.
Let this be something you return back to when you are seeking the positive, and the ways we can make our industry sustainable and supportive in the long-term.
Areej AbuAli
Founder of Women in Tech SEO &
Leading Content Analysis – Retail 2022
This article was published first on the Sistrix blog – read the original version here.
Sainsbury’s recently reported that 18% of its grocery sales are now made online. Tesco’s annual report states that online sales grew to £6.3bn, or around 12.5% of the group’s total sales last year. Digital sales funnels lead to very significant numbers.
There’s no question, too, that organic search is a major source of that traffic, with many sites reporting that organic traffic forms over one-third of total traffic. In our video interview with Kevin Indig he speaks of a 25% average, but more potential in many cases. This well-targeted traffic that can be answered with carefully crafted content, on well-organised sites, cannot be ignored.
Our study used millions of domains and tens of thousands of keywords to surface leading content hubs for 2 different user intents. More information is available in the overview but here we are focusing on the 4 winning content hubs.
We’ll show you how and why they perform, allowing you to learn and to build your own well-targeted content hubs.
The Winners – ‘Do’
Firstly, the winners from directories where the majority of the keywords they rank for match the ‘do’ or commercial intent within SISTRIX. As to be expected there are a lot of eCommerce sites displayed in our full list of high-performance content within retail.
The full list, sortable and searchable, is available on the Visibility Leaders overview page.
The Re:signal eCommerce SEO Webinar 2022
Following the most recent update to our eCommerce SEO Report this month following our take on the September 2022 core update across the UK eCommerce sites, we found a number of interesting changes worth discussing. We invited the in-house SEO experts who contributed to the project back in June, to join us again, for a webinar to explore these key trends and insights.
We were able to assemble an amazing panel of experts:
» Read more about: The Re:signal eCommerce SEO Webinar 2022 »
Impact of the September 2022 Core Update Across UK Ecommerce Sites
The Re:signal eCommerce SEO Report (based on Sistrix organic visibility data in Google UK for mobile-based searches) was updated yesterday to provide the most up-to-date figures following the rollout completion of the September 2022 core update. The report aims to show which brands have seen search visibility changes and provides a look back at how the eCommerce industry trends and challenges have impacted the market over the last 12 months in weekly intervals.
While Google keeps rolling out search ranking updates (as many as 3 significant updates in the last 1 month alone), and we have the last 52 weeks of search visibility data handy, we thought it would be great to see the impact following:
- September 2022 core update
- September 2022 product reviews update
- August 2022 helpful content update
Before digging into the data &
» Read more about: Impact of the September 2022 Core Update Across UK Ecommerce Sites »
Sustainability in eCommerce fashion retail: the uneasy balance
A few weeks ago I was speaking with a pal who works in the eCommerce team at a well-known online and high street fashion retailer in the UK. They shared with me some of the steps the brand has taken to move towards being a more sustainable company.
Everything they shared were really admirable things, such as improvements to sourcing materials, production, shipping, etc. But despite this, they’re too nervous to incorporate any of these changes into their SEO content strategy.
You’re probably wondering why this is. And the answer is really to do with public relations (PR);
» Read more about: Sustainability in eCommerce fashion retail: the uneasy balance »
How to use Shopify Markets to successfully expand your eCommerce business abroad
Are you looking to expand your eCommerce business internationally? This is a big (and exciting!) decision. Selling your products abroad can be a little complex, but it’s made a lot easier with Shopify Markets. So what is Shopify Markets, and how can you use it when you start selling abroad?
Let’s learn about what Shopify Markets is, then explore some of its key features and how you can use them.
What is Shopify Markets?
Shopify is one of the most widely used eCommerce CMS platforms. It offers convenience and ease of use, and is a great way to set up and establish a new website if you wish to sell products online. It is especially popular with small and medium-sized businesses, thanks to its ease of use, affordable pricing and functionality.
Shopify isn’t the only eCommerce platform out there –
How to Handle Out of Stock Products in Your eCommerce Store
Read SEO Strategist David Bryan’s guide on how to handle out of stock products in your eCommerce store!
