Page 16 - AeM_July_2018

BEST PRACTICES & STRATEGIES

Avoid SEO mistakes and

increase turnover

E-commerce executives have a clear expectation of Mistake # 4: Having top-ranking as supreme SEO
search engine optimization (SEO): The goal is to get the goal
highest ranking possible for their web shop and the
products shown in organic search getting maximum click Companies normally want to reach top positions in the
rates. Many online marketers do not know, however, that search results of Google, Baidu & Co. But ranking
the SEO job consists of more than just the fight for the positions are merely a means to an end. For example,
best position in the ranking lists. An up-to-date search if Adidas is heading for the term "shoes," it does not
engine optimization is based on understandable automatically mean that Adidas is in the end really
information, appropriate content, careful and timely selling more of its shoes. For specific terms such as
planning, as well as good usability of the web shop, "sports shoes" or "men's running shoes size 44", a top
hence, the persons in charge of SEO should try to avoid placement has a very different meaning for sales
the following mistakes: success. Therefore, determine first what you want to
achieve with your website and what SEO could
Mistake # 1: Siloed SEO contribute to it. While the goal of an online shop is
reaching the highest possible turnover, a company
SEO, SEA, social and display advertising are often still website without a shop function needs to define what
handled by different marketing departments and contact the desired conversion should be. Only with clearly
persons, so that a comprehensive coordination is defined goals is it possible to evaluate later whether
lacking. Generally, the larger the companies, the worse SEO measures have been successful or not.
the cooperation among the departments. But SEO
cannot be siloed, but must be addressed in close Mistake # 5: Starting with SEO only after the
collaboration with content, usability, social media, design relaunch
and even offline marketing. A holistic approach is the
foundation for successful digital transformation. For many e-commerce executives, after the relaunch
means before the relaunch, simply because within the
Mistake # 2: Providing dull advertising text instead of framework of digital transformation, websites are
good content constantly changing. If a major relaunch of a website is
carried out, this means for most companies handling
Dull advertising texts with excessive use of adjectives, many different interests and positions, different
like ‘innovative, highly functional, unique, extraordinary", requirements and narrow limits for resources, budgets
are omnipresent in web shops and on company pages, and timelines. In practice, SEO is rarely the most
but the competition knows how to use superlatives, too. important priority and therefore often only used after
That’s why good SEO means focusing on the needs of the relaunch. But especially the "optimization after"
the users rather than simply satisfying the algorithm. For causes in most cases unnecessary additional
the best results in search engines, content counts that expenditure by the target definition and appropriate site
responds to customer requirements, answers questions adjustments.
and offers a real added value. Sales texts alone won’t
bring top rankings. Constant search engine optimization is an integral part
of digital transformation. With the increasing demands
Mistake # 3: Using intra-corporate gobbledygook from the search engines’ side and a tougher
competition in e-commerce, no short-term tricks and
Unfortunately, a lot of formulations used in-house can manipulations will work today. SEO is hard work and
still be found on websites, which laymen and sometimes must be in line with other disciplines, besides steadily
even users with professional knowledge can’t do improving the website experience and generally satisfy
anything with. If the customers' language is not reflected user needs. ◊
on a website, users cannot find what they are looking for.
In a nutshell, the wording of the target groups is essential By Daniela La Marca
for successful search engine optimization.

16 July 2018 - Voice Search & Search Engine Optimization (SEO)