Digital marketing w e-commerce – SEO

How do you increase the online visibility of your online shop and attract new customers? There are certainly many options, but today we will take a closer look at optimising your website for search engines, or SEO (Search Engine Optimisation). Find out what to look out for during SEO and what the key benefits are!

What exactly is SEO?

Wanting to sell online We have to make sure that potential buyers find their way to our website without any problems. Otherwise, it will not be possible to generate sufficiently high profits and it will definitely be more difficult to grow the business. Competition should also be taken into account. After all, a customer may find another e-shop with the same or similar products that we offer.

SEO consists of a number of specific actions aimed at preparing a website in such a way that it reaches the highest possible positions in search results. Of course, it is necessary to remember to follow the rules of a given search engine - fortunately, over 90% of Poles use the Google search engine, which makes things easier. Why is it worth positioning your company? It is important to know that SEO is currently one of the most important tools for promoting an online business. It will significantly increase website traffic and improve the results of specific keywords on the search list. Many Internet users search for specific products or information about them by typing a phrase into a search engine - and that is when they may come across your shop!

Key benefits of SEO

Properly conducted SEO activities can bring many benefits - it is a good idea to keep these in mind when developing a promotional strategy for your business. Below are some of the key benefits of SEO:

• to reach more potential customers,
• improving brand recognition,
• increased visibility of the website in search results,
• boosting the number of visitors to the site,
• building trust in our company online,
• gaining a competitive advantage,
• creating an expert image,
• development of an online shop or other platform,
• Increasing the number of natural links - SEO includes valuable content,
• the opportunity to learn about consumer preferences,
• attracting talent - SEO comes in handy when looking for new employees;
• higher conversions per page.

Internet marketing SEO - what action to take?

Modernising a website for SEO is a lengthy process that requires keeping up to date with changes introduced by Google's search engine. What do we need to do to be high up in the search results? The first step in such actions should be an SEO audit, performed in order to verify and identify any "ailments" that a given domain has. Above all, it is worth taking care of the usability of the website. This will not only help you achieve your goal in terms of positioning , but also make it easier for customers to navigate. Other SEO activities include:

• creation of valuable content - the texts you place on the site have an impact on SEO and should contain correctly chosen keywords. In addition, you will give buyers additional information about your products and encourage them to buy;
• optimisation of information architecture - the correct website structure will make the site more intuitive and transparent;
• introducing appropriate page title tags - the title is one of the most important technical factors when it comes to a search engine's evaluation of a website, besides the fact that it will be displayed in search results. It pays to include a keyword related to the content of the page in question;
• optimisation of photos and graphics - graphic elements are of great importance - not only do they attract the attention of Internet users, but they also make it possible to take better care of the SEO . Care must be taken to describe the 'alt' and 'title' attributes correctly, which will certainly enhance positioning. In the case of images and graphics, it is also worth reducing their size so that the page will load more quickly.

Scope and sequence of SEO activities - what to look out for?

In the first instance, we need to focus our activities on the current optimisation of the website and the link profile. Both of these aspects should be improved to the highest possible quality - both for users and the search engine. It will also prove necessary to monitor the competition. This will help us determine the scope of work to be done on our site to achieve significantly better search results. What should we pay the most attention to? When it comes to content, it is worth verifying the pages providing traffic to the site. The following will be of importance:

• subject matter and type of texts,
• uniqueness and length of articles,
• distinctive content elements, e.g. graphics,
• breakdown of content by category or subject matter.

When it comes to linking, you need to discern what your current link profile looks like and try to estimate its impact on your visibility in the organic results. It can then be juxtaposed with the profile of the competition. During the analysis, we take into account, among other things:

• distribution of links in relation to addresses,
• the number of links leading to the page,
• reference sources,
• anchor texty,
• link attributes.

All SEO activities should have a well-developed strategy - only then will they be effective.