The challenges of e-commerce selling are distinct from those of the conventional in-store selling. The reason is that it relies only on online channels for reaching the potential customers and driving them to convert. For this reason, this business vertical has to rely on digital marketing strategies to extend its reach. A typical digital marketing strategy comprises of a combination of techniques such as Search Engine Optimization, Social Media Marketing, Pay Per Click, Email Marketing, and Content Marketing.
Search Engine Optimization, popularly known as SEO, is perhaps the most significant element of an e-commerce selling strategy. It encompasses the effective use of relevant keywords to optimize the website for search engines and secure high search rankings for it. Though sellers may be tempted to sideline SEO to save their expenses, they might end up losing a lot if they do so. Not doing SEO has a surprising cost, which every e-commerce seller needs to be aware of.
Customers may not be able to find you in the first place
The buying journey of an online customer begins with a basic keyword-based product search, which turns up a number of sellers catering the product online. A website that fails to turn up on the first page of the search results has no chance of being visible to the customer. Not doing SEO puts your visibility at risk and being out of sight means that your e-commerce journey might not even take off.
No SEO can translate into lower conversions too
Being a highly targeted strategy, Search Engine Optimization enables your business to target the relevant set of audience with a high conversion potential. Since the strategy yields website traffic on the basis of relevant keyword searches, the likelihood of conversion is high for such visitors. This way, your sales team will be able to focus only on paying leads.
You miss out on a cost-effective form of online marketing
SEO is a highly cost-effective form of online marketing as compared to other paid strategies such as PPC, social media ads, and Affiliate Marketing. It enables you to boost the sales without proportionately increasing your costs, which translates into a higher ROI over an extended time span. By cringing on SEO, you lose the opportunity to promote your products without a huge advertising budget.
You lose a big branding opportunity
Another reason that makes an SEO strategy essential for your business is that it is capable of building your brand by generating trust amongst the shoppers. A business that has its e-commerce store on the top of search rankings makes a strong impact on the customers and strengthens their confidence in the products and the brand.
You are unable to access customer data
By not taking up SEO as a part of your marketing plan, you will be unable to access the crucial customer data such as the keywords that are on maximum searches. Having this information can be a huge advantage for your business as it can help you to focus on the right products and keywords to expand your e-commerce business in the long run.
Conclusion
The cost of not doing SEO for your e-commerce store can be surprising as it may impact your business in more than one ways, from reduced traffic to lower conversions, and ineffective branding in the long run. Thus, it becomes essential to have the right digital marketing partner who can formulate an effective strategy that drives good results for your business. At Orange Mantra, we are a team of expert digital marketers that extends a full range of online marketing services for businesses of all types and sizes. Get in touch with us to take your online business to the top.
