Today, any website that sells products or services is based on a business model equivalent to that of e-commerce.
You must be able to attract visitors, preserve them and convert (= sell its products and services). According to FEVAD, the federation of e-commerce and distance selling in France, the sale of Internet products and services has been increasing for several years. It seems that the outlook for 2017 is very positive for companies that adapt to the evolution of online sales.
If you want to maximize your sales, this guide is made for you.
It is known that the French spend more than 50 euros per year on e-traders. This is a rapidly evolving sector, but how can we position its brand to attract visitors who are going to buy on your site?
The average consumer, the ability to “digest” 100 to 500 words in one day on the Internet. Content overload (infobésité) is therefore to be avoided at all costs. So, how to be visible in Google’s results while fighting infobésité?
To reach this segment of qualified visitors you will need to create content that responds to the exact terms that users enter into the search engine.
As an e-marketing professional, you can increase your number of search engine visits by following the ultimate guide to be first on Google (to read absolutely before attacking this article).
The content below is a detailed guide to e-business referencing. Do not hesitate to share it with those who might need it.
In this guide, you will find five certified strategies to boost the SEO Strategy of a e-commerce site.

Strategy # 1: Using the levers of e-commerce

Several models exist to launch a successful e-commerce in 2015. However, the wording of the approaches has one point in common: It is necessary to be able to describe its product in a simple and precise manner and to know its public (segment its public).Whether your e-commerce addresses a company (BtoB) or consumers (BtoC) you need to create quality content that attracts visitors to your platform.

1) Giving itself some objectives

If we want to develop a trade, we must be able to set trade objectives.

Setting trade objectives

The objectives of S.M.A.R.T. are to establish constructive goals.

S.M.A.R.T. is an acronym from English which means:

  • Specific
  • Measurable
  • Achievable Achievable
  • Realistic
  • Time

This is why we need to set up sales or conversion targets.

Introduction to the so-called SMART objectives

Setting targets increases productivity. This makes it possible to judge the effectiveness of a work, to remain focused on an objective, and to force progress and move forward. On the other hand, setting targets is useless if they are not achievable in the real world. That is why the S.M.A.R.T method is useful; it allows us to set tasks while remaining in the field of feasible. This is, therefore, additional information on this method.

Specific – It is the fact that defined objectives are set (specifically and specifically what its purpose is). Measurable – set goals that you can measure with your tools (example: rebound rate, nb of visits, nb of conversions). Achievable – we must be able to set targets that demand investment but which are achievable.
Realistic – Be honest with yourself, assume the errors you have made.
Time – Make sure you set specific dates over time. The objectives of your site must not be unachievable, start the bottom of the ladder and climb progressively.
For example if you are a beginner, you could give you the goal of attracting 1000 visitors to your site within 30 days.

2) The benefits of an online shop

Before you get started in the referencing of your website, it is important to understand the platform you use (WordPress, Prestashop,…). This can make the difference between someone who is successful in e-commerce and the other not.
French sites such as Cdiscount, Private and even Auchan and Carrefour have been very successful on the canvas and are part of the first 20 shops in Europe according to the newspaper newspaper. These sites were successful because their creators had a vision in mind and were not allowed to stop by the algorithms of Google. Skills are acquired with practice and just ask for patience and the desire to learn.
I’m sure that as you understand what your visitors expect from you and you know and master your online sales platform, you’ll be able to run a business on any theme that you’re passionate about.

(i) How to minimize its launch costs

A good way to limit its launch costs is to use a solution as prestashop, e-monsite or ekmboutique that allows you to start e-commerce in a free or cheaper way. For those who don’t have the means to use a professional developer and who don’t want to spend hours changing the code, they are good alternatives to offer aesthetic and operational boutiques.

(ii) Potential for success in its market

There are over 1 billion people who regularly surf the Internet. Take advantage of the digital age to benefit from low-cost advertising (adwords,…) and content marketing to reach as many people as possible.

It is enough that you touch 0.001% per cent of the registered Internet user to make your shop successful on the Internet.

(iii) Everything is measurable

One of the great advantages of the Internet that one often forgets is the ability to measure its performance. Many major leaders managing large groups believe that half of the spending on communications and marketing is useless or ineffective.
Why?
Because traditional marketing does not effectively measure what works in terms of marketing and communication. On the contrary, in the digital marketing age, it is possible to accurately measure the return of each communication or marketing campaign. For example, there are some indicators such as: the number of visits, the number of pages viewed, the number of unique visitors, the average length of a visit, the papers and articles consulted, the items placed in the shopping basket, the items purchased,…

Strategy # 2: Propose a good user experience on your E-commerce

A site that offers a good user experience (UX = User Experience) is a site on which it is easy and pleasant to navigate for the visitor. Satisfying your user must be your number 1 as e-commerce manager. Focusing on user satisfaction is all the more important since the launch of the Google Hummingbird algorithm, which has a very positive impact on the ranking of sites that best meet the needs and questions of Internet users. Try to identify what attracts and satisfies your visitors when visiting your site (especially for sheet titles and pages, meta tags that work, the types of product pages that sell the best,…) is the first step to optimize its online commerce. To do this, use a webanalytics tool on your site such as Google Analytics (free) that will allow you to retrieve and analyze the visitors and clients of your site.
Choose an interactive design for your web site as well as mobile. Interactive design is a design that encourages communication between the shop and customers.

Strategy # 3: Start with E-Commerce referencing

E-commerce referencing is the action to optimize the pages and records of its shop in order to improve its positioning in search engines results (called SERPs).
There is no doubt, well positioning yourself in Google is a huge advantage for an E commerce site, but how do you achieve it? How do I compete with sites like Castorama and Picard, for example, which are well-established and very well referenced sites?
Using social networks is a possibility, but it is a strategy that takes a lot of time and effort to become a bit effective for e-commerce. If you really want to make the difference on the canvas, you will have to be able to position yourself in SEO on the long tail.
This is obviously through the creation of content, but even before that we have to be able to understand the decision-making process of its customers.

1) The purchasing decision process

The purchasing decision process is the path of a prospect before the purchase of a product. Every step of the process requires a different kind of communication with the prospect. Process of procurement : In reality, there are five stages according to the Anglophone scheme. If you know them, you will be able to take advantage of your visitors’thinking to sell advantage.

(i) Awareness-raising

Awareness of need is the first step. It is when the visitor realizes that he needs a need. For example: François realizes that he has no shoes to make sports, he knows now that he will have to buy a pair on an online shop.

(ii) Search for information

The consumer is starting to get a more accurate idea of what he is looking for. In our example, François will learn about what he is doing best in terms of sports shoes. To do this, he will read blog articles, learn about specialized magazines and go to the sites of the different brands that headings him to see the latest models. In berf he will get to know the best he can.

(iii) Comparison

Given that in the vast majority of cases there will be several offers for a type of demand, our consumer will have to make a comparison between the solutions made available. That is why some sites target two key words both on two close themes. Example: Nike vs Adidas
Note: If you are able to fournir clear and precise the advantages and désaventages of each product in each product file, you increase significantly your chances of selling instantly.

(iv) Decision-making

Decision making is the purchase phase. It’s when the consmmateur pulls out his credit card and commands a product. At this stage, the consumer knows exactly what he wants and knows the perceived value of buying the product.
At this stage, no need to push the consammateur to buy. He already knows what he wants and has already decided to act. Simply re-recall the product’s assets in a conscise and clear way, and why not offer free ports or even a discount coupon for future purchases.

(v) Retention/After purchase

This is how you extend your customers, so that they return and consume again. According to Zendesk, here are some statistics on the impact of after-sales service on customer loyalty. Their conclusion is as follows. Consumers will be able to earn a guarantee for the future of your ecommerce. Above all, today, consumers can express themselves more easily through social networks. Loyal customers then become the ambassadors of your trademark.
Based on this principle, the American online sign Zappos an online shop that sells shoes, clothes and accessories to become a entrprise valued at several million dollars. Zappos’s policy was to put the well-being of its users as the first priority, which bears fruit.
Now that you know the five steps of the purchasing decision process, your next step will be to choose your keywords in order to position you on profitable terms that will be easy to position themselves.

2) Find the right keywords for his product file

keywords key product file :
An effective technique is to position itself for specific model names of a product (see image above).
When a consumer enters the name of a product model in Google, it is generally that he has already informed the product and is ready to purchase: the request proves that the prospect is informed. So these are interesting keywords on which to position themselves.
This is the practical method to follow. Imagine your company selling audio helmets of all kinds. Here’s how to find keywords for your product cards on terms where the prospect is already informed and ready to buy.
Step one: Go to the Google Keyword Tracking Tool (free). Click on the “Connect to Adwords” button to identify yourself (or “Create Account” if not already done).

Homepage Google adwords

Stage II: Click on the tab (that displayed by the red arrow in the image below). keyword planner
Stage III: Type the name of your product in the search box, and click on “get ideas”

adwords

Stage IV: Click on the tab “Keyword Ideas” tab

keyword ideas

Step V: In the list, take the keywords that correspond to product names. These keywords will be refined afterwards.

key words chosen adwords

Just by these three key words:

Sennheiser audio helmet
Headphones audio beats
Audio helmet marshall
It is possible to reach more than 10 000 visitors per month. But these are very competitive keywords. We will therefore need to refine our search afterwards.

3) Select key words “commercial”

By choosing the right keywords, you can generate a large flow of qualified visitors to your e-commerce. You must be able to select its keywords based on the user’s intention (see later) and incorporate them into high value added content (= quality content).
If you don’t want your e-commerce to run under the domination of big signs, forget the popular keywords and focus on the long tail. Your results will be much better if you are in your work.
In an e trade perspective, we must be able to distinguish between two types of keywords:

  • The key words “commercial”
  • Keywords for “information”
  • Any key word that it is long overdue or not is classifiable in one of its two categories.

The key words of informational type are presented as follows.

How to Work the Brand Beats Beat by Dr
Guide to Buying headphones
How to connect his ipod to his headphones
The above terms are informative, the user who makes these searches will consume in the future, but not in the immediate future.

Certain information requests will not contain names of trademarks. For example.

How to choose a PC game
Where to find games for PC free of charge
Here are some simple steps to find key words of “commercial” types.

Step 1: Copy one of the keywords you previously found with a brand name (example: Sennheiser audio headset) and paste the search field into the search field for adwords keywords.
Audio helmet senheiser keyword adwords
Step 2: When analyzing the results, review the list by searching for keywords composed of at least four words. Press the arrow at the bottom right of the list to gain more keywords for the long delay.
long words long late
Note: Do not hesitate to enter terms close to your product/service that you will find in this list in the search field to find more interesting keywords. If you have the opportunity and time, do a search for each term of the list in the planning tool to maximize your chances of finding good keywords for the long delay.

3) Select key words “commercial”

By choosing the right keywords, you can generate a large flow of qualified visitors to your e-commerce. You must be able to select its keywords based on the user’s intention (see later) and incorporate them into high value added content (= quality content).
If you don’t want your e-commerce to run under the domination of big signs, forget the popular keywords and focus on the long tail. Your results will be much better if you are in your work.
In an e trade perspective, we must be able to distinguish between two types of keywords:
The key words “commercial”
Keywords for “information”
Any key word that it is long overdue or not is classifiable in one of its two categories.
The key words of informational type are presented as follows.
How to Work the Brand Beats Beat by Dr
Guide to Buying headphones
How to connect his ipod to his headphones
The above terms are informative, the user who makes these searches will consume in the future, but not in the immediate future.
Certain information requests will not contain names of trademarks. For example.
How to choose a PC game
Where to find games for PC free of charge
Here are some simple steps to find key words of “commercial” types.
Step 1: Copy one of the keywords you previously found with a brand name (example: Sennheiser audio headset) and paste the search field into the search field for adwords keywords.
Audio helmet senheiser keyword adwords
Step 2: When analyzing the results, review the list by searching for keywords composed of at least four words. Press the arrow at the bottom right of the list to gain more keywords for the long delay.

Note: Do not hesitate to enter terms close to your product/service that you will find in this list in the search field to find more interesting keywords. If you have the opportunity and time, do a search for each term of the list in the planning tool to maximize your chances of finding good keywords for the long delay.