Demystifying SEO for E-Commerce #SEMrushchat Recap

Despite the time and effort you spend building an e-commerce site, if it doesn’t rank organically, there will be little traffic and few sales. There are so many SEO strategies posted all over the web; which do you choose and what do you do when strategies are not working? To help you find the right SEO and marketing strategies for e-commerce, we...
Demystifying SEO for E-commerce #SEMrushchat recap

Despite the time and effort you spend building an e-commerce site, if it doesn’t rank organically, there will be little traffic and few sales. There are so many SEO strategies posted all over the web; which do you choose and what do you do when strategies are not working? 

To help you find the right SEO and marketing strategies for e-commerce, we invited Kate Morris, a digital marketing consultant who specializes in online marketing strategy and international search marketing, to do just that. Kate, along with our other chat participants, discussed various topics on how to boost rankings and have a successful SEO e-commerce strategy. Here is what they had to say:

Q1. Let’s say a business has a small store with the same product in different colors and sizes, and they all have the same descriptions. Will Google see this as spammy? If so, what could they do to fix this?

Having the same product in different colors and sizes across different pages negatively impacts SEO in two ways:

Poor User Experience  

It is important to remember that SEO is aimed to make it simpler for the user, so, when you spread out the same product, instead of just showing it once with multiple color options, it will lead to poor user experience, which Google will see in a negative light.

A1: Viewers will get annoyed for sure. And when viewers aren't happy, Google isn't happy. It's better to club all the colours together. Looks neater. #SEMRushChat

— Narmadhaa (@s_narmadhaa) May 30, 2018

Reduction in Authority

When the same domain authority is spread over multiple pages, the pages start to compete with each other on the SERPs, which again, is not an ideal scenario.

A1: Create one page to browse the different varieties dynamically, like Amazon does. If you're doing separate pages for SEO, you're just spreading your page authority around too much anyways. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

The best option is to have one page for each product while allowing the users to browse the different colors or variants.

1A1: First, it is best to have variations of the same product with different colors and sizes on the same "page". That's the standard answer though and there are times when this doesn't make sense or won't work. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A1: Create one page to browse the different varieties dynamically, like Amazon does. If you're doing separate pages for SEO, you're just spreading your page authority around too much anyways. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

If you want some inspiration, look at major e-commerce sites like Amazon, where they give users the opportunity to access different versions of a product from the same page. This way, the user has the option to choose the particular color or style that they want.

A1: In my opinion, this is not spammy. The product should have one page to purchase from that allows customers to select the size and color they want. #SEMrushchat

— Digital Addicts (@digitaladdicts_) May 30, 2018

A1: If it's the same product simply with different colour variations & sizes then I'd just list them on the same page with options to change colour & size, plus clear images of the different colours. Saves having to write different descriptions.#SEMrushchat

— Heather Harvey (@Fizzle_Up) May 30, 2018

However, if each variation is extremely specific and each of them is targeted to a different audience, then this is when you may want to put them up on separate pages. Similarly, if your products are searched for by size and color, then you might need different variation for each page.

1A2: If you have products that you know are searched for by size or color, you might need to have different pages for each variation. If that is true, also have everything under one listing and canonical to that page. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A1: We'd recommend having the variations available on one page so multiple descriptions aren't necessary. If the product is available on multiple sites across the internet, then it is crucial to have unique descriptions though. #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

A1 Change the titles headings and descriptions for each item But better still would be to have one product page with filtering on it - technically more of a challenge but better.. #SEMrushchat

— Simon Cox (@simoncox) May 30, 2018

If this is the case with your e-commerce site, here are a few things you should consider doing:

Use Different Product and Meta Descriptions

Since the products are different enough from each other to merit their own separate pages, the product description should reflect that. Be sure to highlight why each product is different in the product description; if not by size, then by color, and get that indexed. By doing it this way, Google will not see that as spammy.

Late A1: not necessary for sizes, but allowing colour variants to get indexed, with unique titles and Meta "Description" data, will help mop up long-tail traffic. Google will not see it as spammy... #semrushchat

— Neil Yeomans (@neil_yeomans) May 30, 2018

1A4: If your products are targeted at different audiences depending on the color (we have quilt kits that do this) then it is worth it to take the time change the copy based on the target audience. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A1: If your product offering is so niched that it's literally the same thing in different colors, that's a pretty small market. There has to be SOME difference between Widget A & Widget B. If not, yes, all that copy will look spammy.#semrushchat https://t.co/NyePQck4Td

— ThinkSEM (@ThinkSEM) May 30, 2018

A1. Google never really reveal anything. Strategists will have to figure out all ways to 'adhere w the guidelines'. Better safe than sorry, rephrase/use synonyms on desc maybe. #SEMrushchat https://t.co/kmV4RlwkPx

— Sheila Mae Gomez (@shemaegomez) May 30, 2018

Pay Attention to H1, Alt Tags, and Titles

To make sure that the Google bot understands that each product is separate and different, you can change the H1 and ALT tags of the images and headings of each of the products, such as including the specific characteristics.

1A4: We also change the titles of the product if it is targeted at a different audience. #semrushchat

— Kate Morris (@katemorris) May 30, 2018

A1: Make sure everything is as indexable as possible. Nothing else matters if Google can't find it, understand the IA, and "buy in" that it's valuable enough to include in its search index. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

opps A1 left something to say changing the description with
1.Color
2.Size
And also if you're using image
3.Image with alt tag (product with color n size )#SEMrushchat

— R.Ananda Krishnan (@anand11113) May 30, 2018

Use Canonical Tags to Prevent Duplication

If you can’t have everything under one page, consider a canonical to the most popular version of your product with the other product versions linking to it. However, make sure that the users can access the different variations from this page so that they can see all of the options. By doing this, you will drastically improve your user’s page experience.

1A3: If you can't have everything under one page, consider a canonical to your most popular version and make sure that page links to the variations somehow so users can see all the options! #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

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Q2. What is your number one SEO strategy for someone with a brand new e-commerce website?

Here are some tips our #SEMrushchat participants suggested when it comes to building your SEO strategy for a new e-commerce website:

Conduct a Site Audit

By conducting a complete site audit using a tool like SEMrush, you have the opportunity to identify major issues that need to be fixed on your site.  

A2 A tech SEO Audit - because that's what I do - make sure everything is firing right. Followed up with a PPC campaign to start building the brand and staking a place.#SEMrushchat

— Simon Cox (@simoncox) May 30, 2018

Depending on the type of issues your site has, you can either decide which ones to fix first (or let the Site Audit give you suggestions). More often than not, you will come across low hanging fruits such as on-page and off-page SEO details that you can quickly look into.

A2. Sometimes the basic stuff is the low hanging fruit that biz owners don't know about. Again, all this comes out in an audit. Start with an audit! #SEMrushchat

— Yosef Silver (@ysilver) May 30, 2018

A2:
Check if you have listed product names and product categories.
Have product description and meta details of each product in place.
Check if the product image has alt tag.
Check if the product pages are optimized for mobile users.#SEMrushchat

— Khushboo Chhatbar (@khush_chhatbar) May 30, 2018

Improve User Experience

Another strategy is to look at the site from the user’s perspective and ensure that it provides a great user experience.

A2: Navigation and UX is one of key strategies for e-commerce. Treat your product page like a Landing page. Don't overwhelm the user with images and pop ups #semrushchat

— Danny Ray Lima (@dannyraylima) May 30, 2018

Some things to do include, ensuring great navigation, checking for broken links, duplicate pages, and having the right product description.

A2: Navigation is key! If your website isn't user-friendly, you're going to send people running away. It should be easy to navigate your e-commerce shop so customers can find what they're looking for. #semrushchat

— Express Writers (@ExpWriters) May 30, 2018

You will have to pay attention to metadata, alt tags, images, and more so that every product is not only easily accessible but can also be easily understood by the buyer.

A2: Might sound pretty basic, but I'd focus on • meta titles and descriptions
• a proper sitemap
• navigation breadcrumbs#SEMRushChat

— Narmadhaa (@s_narmadhaa) May 30, 2018

You should also make sure that the product description used is not directly from the supplier or manufacturer. Instead, make sure to edit the copy to be on-brand in order to add more value to the visitor.

a2. 2/2 Also make sure product descriptions etc are not taken from a suppliers list that is a common mistake i find a lot. #semrushchat

— Craig Campbell (@craigcampbell03) May 30, 2018

If your product is getting shared on social media or advocated by other customers, you not only will become more trustworthy as a business, but the links shared will have more authority. Make sure to track those popular pages to get the maximum SEO juice out of them.

A2: Your best links over time are going to come from people pinning or otherwise sharing your products. Keep those product pages around forever. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

Don’t forget: user reviews influence the buying decision drastically. So, make sure to collect reviews for the products listed right from day one.

A2. Start collecting reviews as soon as you can! SEO will get people to your products, but at the end of the day, people still buy from people (and sites like Amazon has made reviews the norm) #semrushchat

— Louise Dickens (@_LouiseDickens) May 30, 2018

Conduct Market Research

With any marketing or SEO strategy, begin with your target audience.

A2: My first instinct is "Do your research" on the market and your customer. Most people will launch a site with stars in their eyes and no information on competitors, markets or consumers. (cont) #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

Start by conducting a study to see what your target audience is searching for, what they are expecting, and then audit your website to see if your site is, in fact catering to those specific requirements. Your study should look at the products listed, the descriptions, and also the site usability.

A2) Work out a content strategy that goes further than just the products. One that addresses customer needs and answers their pain points.

Product descriptions are rarely enough, in my experience.#semrushchat

— David Rosam (@davidrosam) May 30, 2018

A2.2 Oh, and think about all the questions someone might ask before they buy your product (aftercare/returns/functionality etc.) and make sure you provide the answers! #semrushchat

— Louise Dickens (@_LouiseDickens) May 30, 2018

A2: Before launching the site, get to know your audience and target market. You can't effectively set up an eCommerce site without knowing how to market it to potential customers. #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

Social listening is another excellent way to help you to understand your audience better. You can see where they are hanging out on the web and also the different channels they are using to talk about your products. You can use this data to help you to come up with an SEO strategy for out-of-stock or seasonal products as well.  
 

A2 Understand the audience whom you are targeting with your store, find where they may talk of visit the Web online, and do some social listening to understand them. #SEMRushChat

— Bill Slawski ⚓ (@bill_slawski) May 30, 2018

A2: But that is the data you need to build your strategy. So the SEO strategy after that part you need the most is how to deal with expired/out of stock/seasonal product pages. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

Regardless of the SEO strategy you choose, ultimately you should start with a complete E-A-T (Expertise, Authoritativeness, and Trustworthiness) analysis of the website since it is one of the major ranking factors. To establish E-A-T, you will have to look at both on and off-page elements and check the quality of your content so that it provides a good user experience.

A2: Look at analytics, run complete E-A-T & Money/life ( depending on cost) do full content analysis deepcrawl report, run SEMRush report. Start getting a complete picture of the clients pain points are and how they align with the issues I have found. #semrushchat

— Thomas Zickell (@thomaszickell) May 30, 2018

A2. Onsite SEO first. Keyword-rich meta title and description. Quality content on pages, alt tags, site speed, good SILO, hmmm what else? User-friendly store maybe. #SEMrushchat https://t.co/xQzgMVEU2J

— Sheila Mae Gomez (@shemaegomez) May 30, 2018

To see if you are on the right path, you can do a Google search for your own products to see if the landing pages are ranking. This strategy will also highlight duplicate content and other tiny details that you want to fix right off the bat.

A2: Highlight & right click to search for product copy. Do you rank for your own landing page? Is there duplicate content? Are you just re-using the user manual for your own site? #Semrushchat

— John Gibbings (@JohnGibbings) May 30, 2018

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Q3. Real Life Example: A business has a very niche store that specializes in selling spiritual products & online sales. Some of their items are ones that people have never heard of before, what could they do to gain more traffic?

Awareness is the key to getting more traffic. Before anything else, your audience needs to know that your product exists, before they even search for or buy it.  

A3. Awareness is key! It's the one case where we're seeing a media campaign a client is doing having a huge effect on search volume. #semrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

Here are a few ways you can increase awareness of a relatively new product:

PR and Influencer Outreach
 

A3: You have to use channels like PR (get the word out! and I don't just mean a press release), influencer outreach, and social advertising to get the word out. #SEMrushchat Use other channels to drive search demand.

— Kate Morris (@katemorris) May 30, 2018

Start by reaching out to influencers in your community and see if they can review or endorse your brand.

A3

1. Make partnerships with people who are related to their business.
2. Create and promote videos that talk about spirituality.
3. Instagram would be great if they could do something interesting like 1 min motivation videos.#SEMrushchat

— Krishna Rg🚀 (@krishnarg22) May 30, 2018

When it comes to influencers, it doesn’t necessarily have to be people with large followings. In fact, the customers who buy your products can also work as “influencers.” Ask your existing buyers to review products and share them on social channels for more impact.

A3: For the people who are buying the products, ask them for reviews. Share those reviews on social media to help increase interest. Also, if it's possible with the budget, do some paid ads. #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

Use Facebook Advertising

A3: Start looking at buzzsumo for similar & faith-based communities online that would be able to help. You spread the word See if you. can target that audience. Use Facebook Adword look at people that come to the site what they also are looking at. #semrushchat

— Thomas Zickell (@thomaszickell) May 30, 2018

Use Buzzsumo or a similar tool to identify a similar audience to your target group. You then can utilize Facebook’s look-alike audience list to create Facebook ads to target your potential new customers.

A3 It's niche - the market will be niche so they need to understand and reach their market - or spend a lot of money widening that market out to a larger audience (not usually viable!). Go find that audience!#semrushchat

— Simon Cox (@simoncox) May 30, 2018

Once you get your new audience pool, you can start sending them the right content to engage and then convert them.

Community Engagement  

A3) Social media. Find out where customers congregate and engage. Or set up an FB presence for the business.

Look on it as a long-term education strategy.

Find alternative searches people may be making. Or the solutions.

And, plain, old-fashioned PR. #semrushchat

— David Rosam (@davidrosam) May 30, 2018

Once you have your target audience’s data, the next step is to see which sites they frequent on social media and then establish your presence there.

A3) Social media. Find out where customers congregate and engage. Or set up an FB presence for the business.

Look on it as a long-term education strategy.

Find alternative searches people may be making. Or the solutions.

And, plain, old-fashioned PR. #semrushchat

— David Rosam (@davidrosam) May 30, 2018

You could participate in discussions on Reddit or Quora (or other similar channels), comment on posts, or even do something as simple as creating a Facebook presence for your site.

A3: No business needs to be an island. Get involved with your community to build brand awareness, referral traffic, and links. Seek reviews and guest writing with influencers, and grow your credibility and love. Also: run brand-awareness paid ads on social. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

An Educative Content Strategy

The kind of content you choose to publish should be more educational than promotional. It should create a need for your new product amongst your target audience and highlight the advantages and the benefits of the product, instead of just selling it. All guest posting, PR efforts, and other content engagement can be centered around building awareness and educating the audience, rather than a hard sell.

Hey all! A3) They could do demos depending on the nature of the product. Instructional infographics with tips or perhaps just custom images related to product benefits. #semrushchat

— Aamina Suleman 💐 (@thinkdesignvis) May 30, 2018

Contextual/Lateral Keyword Ranking

a3. You could look at keywords based around general searches that people search when looking for whatever these products do. For example " coca cola " if someone hadn't heard of this, they make look for something like " soft drinks ". #semrushchat

— Craig Campbell (@craigcampbell03) May 30, 2018

Keyword research is an integral part of any SEO or content effort when it comes to building awareness. A smart way to use keyword research is to look at the general searches done by your target audience on the benefits of the product. This could be more contextual and lateral, based on affinity keywords, so that even if people are not aware of your product, they can still come across it while looking for a solution to a problem they may have.

A3: a couple of options. 1) do some ‘lateral keyword research’ to find out related terms people are looking for or 2) hammer awareness through (paid) social, competitions and PR to allow the product’s USPs to shine through, or both. ;) #semrushchat

— Neil Yeomans (@neil_yeomans) May 30, 2018

A3. Keyword research can really help here. Your target customers may not be after (or even aware of) product [x] - but they have *problem* [y].

Build content that talks to their problems and offer your solution - e.g. "How to reduce stress" or "mindfulness" etc. #semrushchat

— Ⓞⓟⓣⓘⓜⓘⓢⓔⓨ (@Optimisey) May 30, 2018

A3. Keyword research for affinity terms. What is the SOLUTION the product is offering? If people don't know what the products are (yet), they might be looking for answers to the question you're solving. #SEMrushchat

— Yosef Silver (@ysilver) May 30, 2018

Re-engage An Existing Client Base

A3: If they have an existing client base, they could send out an email/ad promo targeting previous purchasers, with a discount. #semrushchat https://t.co/PLqw3ERFT2

— ThinkSEM (@ThinkSEM) May 30, 2018

If you already have an existing client base, you can get them back on to your site with retargeted ads or email marketing. This option will give a natural boost to your site’s traffic and also give you new keyword ideas to explore.

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Q4. How can SEOs handle expired, out of stock, and seasonal product pages?

Handling expired, out-of-stock, and seasonal product pages completely depends on the SEO capabilities your site has. Just because a seller has decided to stop selling a particular product, it does not mean that users will suddenly stop using or searching for it. In such cases, they will come across pages with products that they cannot buy, which can be an extremely frustrating experience for them.

A4. Just because you're not selling the product anymore, doesn't mean people don't need support, parts, or refills for it! Make sure that you have those if they're applicable- don't get rid of the page altogether. #SEMrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

To solve this issue, visitors will need some actionable information to improve their user experience. You can either choose to remove the pages altogether, especially if the page gets no traffic for an extended period of time or keep the page up, with messaging that gives the page visitors recommendations of similar products that you are offering.

A4. Don't assume that people aren't looking for seasonal products at other points during the year. I have definitely encountered this, and it can be really frustrating when you can't find what you're looking for. #semrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

A4: Once the item gets no more traffic from any source for a good time period for your business (I like a year at least, we have seasonal demand), take it down. #SEMrushchat (@MattLacuesta)

— Kate Morris (@katemorris) May 30, 2018

A4: It is totally up to your website capabilities and your products. BUT I am a fan of keeping up expired/out of stock/seasonal product pages and messaging the status of the item with recommendations for next steps. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

If the product is gone for good, suggestions of similar products works. If it is a seasonal product or something you will have restocked, give them the option to be notified when it comes back on (which will also give you their email address for further marketing efforts).

A4: For seasonal products, keep them up year-round, unless it is an item you won't be stocking again. You never know when someone might stumble across a product and want to link to it! #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

A4: If it is gone for good, recommend other products. If it is out of stock, have a waitlist and recommend other items. Seasonal? Just say when it is coming back and let them sign up for a notification of when it is back! #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A4: People always have different opinions on this. With regards to out of stock items, in the past when a product is out of stock, wherever possible I put on an email opt-in to inform people when it will be back in stock - it's a captive audience likely to convert. #SEMrushchat

— Heather Harvey (@Fizzle_Up) May 30, 2018

A4: How about keeping those pages live, and putting up a "Out of stock at the moment. Get notified when the product is back in stock." message?#SEMRushChat

— Narmadhaa (@s_narmadhaa) May 30, 2018

Even if your product is discontinued, you can offer a ton of value to users who come looking for them. You can use the page to tell them about how you have updated or enhanced that particular product or inform them about a new model that is an upgrade to this product. This page can be used as a hub for recommendations and information to build awareness about new products with your existing clientele who already loves the expired product.

A4: I firmly believe that discontinued product pages offer TONS of value to visitors who love the old product and want info on it. Enhance them - don't remove them! Did you upgrade to a new model? Include it as a recommendation! Be the hub for that knowledge. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

Use this information to interact with your audience, build your email list, and get new ideas for your SEO or content strategy.

A4. Touched on this before...
Turn this into a chance to INTERACT with the customers. Add a contact form to find out what they're looking for. Ask specific questions... Can even become an opt-in opportunity for emails. Use these pages to gather info. #SEMrushchat

— Yosef Silver (@ysilver) May 30, 2018

Having a product page with high search terms can also help with your SEO strategy. As long as your product page offers good user experience, you can use this traffic to convert other items.  

A4 - We do that - have discontinued products but still a few in the warehouse so will sell till we run out, then page auto flips content to recommend another similar product (we set thus up before hand) - thus keeping the search terms for the discontinued stuff.#SEMrushchat

#

— Simon Cox (@simoncox) May 30, 2018

A4/2: As for expired & seasonal products. I'm never a fan of getting rid of any pages that get traffic. Give options for similar items or put up notifications of when seasonal items will be available again etc. That traffic could still convert on another item.#SEMrushchat

— Heather Harvey (@Fizzle_Up) May 30, 2018

A4: Schema Markup! Note that it has expired, or is out of stock. Retain the links and traffic you have. Make sure that if visitors land on this page and cannot convert, that you offer an easy alternative for them to choose / maneuver to. #Semrushchat

— John Gibbings (@JohnGibbings) May 30, 2018

A4: Keep out of stock products on the site for a few months at least. Make sure that the page lists similar products that customers may be interested in though. #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

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Q5. What is more effective for an e-commerce website: SEO or PPC? Why?

Both SEO and PPC are required to generate traffic and sales for e-commerce sites.  In order for both of them to work, they should be combined rather than used separately.

A5: Remember that typically both PPC and Organic listings perform better if the other one is present. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A good lead generation strategy will use an optimal mix of both, but also will keep in mind the business objectives and ROI.

A5 I think it should be a mix of both.
Growth can be achieved only when we experiment campaigns in different channels. It might be depending on the business too!#SEMrushchat

— Krishna Rg🚀 (@krishnarg22) May 30, 2018

A5. Both PPC and SEO can work well, from projects i work in organic search still brings in more traffic and better converting traffic but i think people should have a good marketing mix. #semrushchat

— Craig Campbell (@craigcampbell03) May 30, 2018

A5: Both! Of course, it depends...you always want to adhere to SEO best practices (because that means you're catering to users, which SE love); PPC can just boost those efforts.#semrushchat https://t.co/6aSiGTSaxj

— ThinkSEM (@ThinkSEM) May 30, 2018

Some users in our community did feel that SEO was more important:

A5. SEO > PPC.

That is all.#semrushchat pic.twitter.com/dy2yrVzAtG

— Ⓞⓟⓣⓘⓜⓘⓢⓔⓨ (@Optimisey) May 30, 2018

A5 SEO.

Q6 please.

Move on PPC people - look at the ROI..#SEMrushchat

— Simon Cox (@simoncox) May 30, 2018

A5: They are both effective! PPC will likely be more effective when a site first launches. SEO takes longer to see results but can be effective in the long run. #semrushchat

— Netvantage Marketing (@netvantage) May 30, 2018

However, it is undeniable that PPC boosts SEO results and brings about a faster impact.

A5. PPC. The space is so competitive for SEO, PPC allows a bigger impact faster. #semrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

Building awareness for newly launched websites, boosting traffic via remarketing ads, and targeting a niche audience with relevant products are all possible with PPC. These strategies bring about better conversions and, in turn, influences your ROI.  

A5: I'm no expert, but even I know the value of PPC—for an ecommerce site in particular. Remarketing ads are a great source of traffic and conversions.

That said, organic SEO is the stable, long-term relationship that everyone craves for. #SEMRushChat

— Narmadhaa (@s_narmadhaa) May 30, 2018

A5. PPC because there is no substitute for showing a user the image of the product and the price in one clear shot on a search results page - and on Google, you only get that from Shopping, which is paid. #semrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

That being said, there is no reason why you cannot focus both SEO and PPC, provided there is no constraint on resources, as mentioned above. You can adhere to the best SEO practices, and while you wait for it to yield results, you can focus your attention on PPC.

A5. Get the best out of both worlds -if the budget permits. While 'waiting' for rankings, leverage first on PPC to get to your audience faster. #SEMrushchat https://t.co/K4Z5CdFw4Q

— Sheila Mae Gomez (@shemaegomez) May 30, 2018

A5: Organic is going to have a higher ROI over time not having to pay Google "SEO". But I consider PPC an extension of SEO there really both going to be needed. PPC a must in the beginning. I think the two are indispensable for e-commerce look at Google shop #SEMrushchat

— Thomas Zickell (@thomaszickell) May 30, 2018

This way, you can use PPC to test out ads and messaging and see what your audience is actually looking for. The results you get will help you to understand which keywords you should target for your SEO.

A5: BUT, don't silo these two channels. Use what you learn from PPC and apply it to your site. Update text. Test the page for conversion and then apply to the "real" page. #SEMrushchat

— Kate Morris (@katemorris) May 30, 2018

A5: PPC is effective in gathering the keywords that people are searching for & will generate customers much faster It is a must have e-commerce. Organic SEO is going to give you long-term free traffic/ Customers. e-commerce requires each search "buy hammers" #SEMrushchat pic.twitter.com/yIRMbogh7r

— Thomas Zickell (@thomaszickell) May 30, 2018

As a rule of thumb, use transactional and action-oriented keywords for PPC (such as buy or sell). For SEO campaigns, the keyword and texts can be more informational and educative.

A5: the clever combination of both. Use #PPC to test out ads/messaging that you can re-use in SEO. Focus #PPC for more transactional keywords [buy or purchase] and SEO more for informational text. #SEMRushChat

— Fanny Heuck (@FannyHeuck) May 30, 2018

So, while both have its advantages, the business objectives will define which strategy to choose.

A5. Loaded question... depends on so many factors. The niche. Cost of ads. Size of email list. Competition. Market share. I think a holistic approach to marketing is almost always needed. Try and be channel agnostic. #SEMrushchat

— Yosef Silver (@ysilver) May 30, 2018

Some products may simply not be conducive for PPC campaigns (maybe because of high CTR), while others could take too long to rank organically.

A5: WAY too broad a question. Some products are fantastic PPC candidates, while others may not justify the spend. Some products are too obscure for effective SEO. SEO is a long game, PPC meets the bottom line today and builts from there. Think deeply about it. #semrushchat

— Jacques Bouchard (@jacquesbouchard) May 30, 2018

A5) Yes.

Depends on the site, the market, the customers, the cost of clicks etc etc etc#semrushchat

— David Rosam (@davidrosam) May 30, 2018

Thankfully, a lot of best practices for SEO and PPC overlap, since they are both aimed at providing optimal user experience, which is what the search engines care about the most.

A5. I love that these days, many of the #SEO best practices overlap with the best #CRO practices. Win-win for e-commerce. #SEMrushchat

— Reva Minkoff (@revaminkoff) May 30, 2018

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That is all for today! What are the SEO challenges you face for your e-commerce business? Leave us a comment and let us know! Make sure to join us this week as we discuss “PPC In A Cross-Device World” with special guest, Lisa Raehsler!

Source: www.semrush.com