Our current internet-driven business world requires all enterprises, irrespective of their scale of operation, to have an online presence. In a way, this is a non-negotiable requirement that they must meet if they are to thrive.
For any e-commerce business, given that they can’t survive without a solid online presence, such visibility is an absolute must.
By this year, revenue in the global e-commerce market is expected to reach the $4,117.00 billion mark. Thus, given how tough the competition in this sector is getting, you can’t take any chances with your e-commerce company’s online presence.
Now, when it comes to establishing an online presence, a good search engine optimization (SEO) ranking is vital. After all, if your e-commerce company isn’t listed in the top half of search engine results, you’re going to miss out on clicks. That, in turn, means you’ll miss out on the opportunity to turn potential customers into actual paying ones.
However, handling the SEO side of things for an e-commerce company is often more challenging than it seems. Hence, there’s always a possibility for you to mess up, and that’s okay.
Working with an SEO agency or in-house SEO experts, you can easily generate an SEO audit report. Now comes the hard part: following up on the audit report itself. This means you must know how to act on such a report and fix your SEO-related issues accordingly. If you’re focused on B2B strategies, collaborating with a B2B SEO agency can provide specialized insights.
The question is, how should you actually follow up on an SEO report? Let’s find out.
Get an Overall View of Your E-Commerce Site’s SEO Situation
The moment you get the SEO audit report, you first have to give it a good read. This is to find out where exactly you’re going wrong with your SEO approach.
The problems you find out might not be things you expected initially. Perhaps there was something wrong with your keyword research, or maybe one of your SEO campaigns wasn’t well planned. Getting a proper overview of the report, therefore, is vital to understanding what went wrong with your SEO strategies.
Besides, according to Noah Kain Consulting, apart from on-page SEO issues, a good SEO audit can help realize your technical SEO issues too. This case was observed in a Baltimore-based e-commerce company. Broken links and 404 errors had plagued that company’s e-commerce site.
The collapse of the city’s Francis Scott Key Bridge earlier this year has already been causing supply chain issues for its local e-commerce businesses. On top of that, internal, site-related technical issues can add to the woes of e-commerce businesses operating within the city.
The e-commerce business in question then worked with a Baltimore SEO company to get its SEO strategies in order. Through proper planning and services provided by this SEO company, the e-commerce business saw a 283 percent increase in organic revenue in just nine months.
Thus, that initial overview of your e-commerce site’s SEO situation is vital to help you find and fix SEO-related issues.
Rethink Your Target Demographic and Keywords
Two common problems that are identified by businesses after they receive their SEO reports are surrounding their target demographic and keywords.
Did you know that 96.55 percent of all content literally gets no traffic from Google? Failing to address your true target demographic and not using the right keywords can lead to a similar faith for your e-commerce business.
Your e-commerce business might’ve set its eyes on the wrong demographic. Perhaps it would’ve been better off targeting 25-30 year olds instead of 20-24 year olds.
Ineffective keyword usage is another common issue many e-commerce businesses face. Instead of using localized keywords, for instance, your e-commerce business might be targeting a wider audience. However, perhaps the products you sell don’t really appeal to that wider demographic and only seem appealing to locals.
Hence, there’s a mismatch between your actual demographic and your preferred choice of keywords. Similar other keyword-related problems might also pop up in your SEO audit report. You then have to rethink your target demographic and overall keyword usage.
Fix Any Technical SEO Issues Identified
Once you’ve re-evaluated your target demographic and keyword strategy, it’s time to address any technical SEO issues highlighted in your audit report. Technical SEO encompasses the behind-the-scenes aspects of your website that directly impact its visibility on search engines.
For example, imagine your e-commerce site has a high bounce rate, and users are leaving before your pages even load. That’s a clear sign of slow load times, which could be driving potential customers away.
Addressing these technical problems promptly ensures that your site is optimized for search engines and provides a smooth and engaging experience for your users.
Analyze and Improve Your Content Strategy
Your audit report likely offers insights into where your content might be falling short. Perhaps your product descriptions aren’t detailed enough, or maybe your blog posts aren’t effectively engaging your audience. Whatever the case may be, it’s crucial to take a step back and reassess your content strategy.
Start by analyzing your current content’s performance. Consider the quality and relevance of your content; ensure that it provides real value to your audience and addresses their needs and concerns.
Creating a more robust content strategy that is both user-focused and SEO-friendly will help your e-commerce business stand out in search engine results.
As you approach the SEO audit report in such a manner, you’re bound to see improvement in your e-commerce company’s overall SEO performance. That, in turn, will allow your business to gain more visibility and also grow altogether.
