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Editor: Isaías Blanco

Discovering how the potential client interacts with the top product from his first contact on Google to the checkout page drives decisive data to multiply sales in a particular type of user.

Despite the entire buyer journey process looking for offers and specific products into a portal -eCommerce-, product managers and project managers ignore the whole traffic behavior coming from Google, Bing or Yahoo. -There is not much information about the buyer cycle landing from SERPS moving until the checkout page.

The missing part in almost each digital marketing project seeking digital sales put several efforts and budget into Social Media Channels and PaidAds underrating the incredible value of SEO for the vending goals. 

Covid-19 has revealed when the user is typing specific combinations of keywords linked to regional locations because it intends to buy a product/service -It needs to satisfy a necessity quickly.

However, managers and product leaders in companies with a representative presence in Google -even Digital Marketing Product leaders- ignore how SEO can reveal user patterns from the user trends in Search Engines and turn internal queries into highest-selling data.

For example, let us suppose an eCommerce is trying to increase its conversion rate by 1% in the long term from the entire digital overscore. On Internet, the conventional recommendation would suggest paying ads on Instagram. 

In terms of effective sales more than instant sales, the primary goal should retain many clients, make them repeat, buy more products and strengthen the relationship. 

Direct sales from Instagram or Facebook would help the monthly KPIs. Still, they will not support the conversion rate of 1$ in the long term, mainly because those users claimed an offer and did not provide the richest data to use in other potential clients.

Another reality would have been reached if, instead of InstaADs, they would analyze the target buyer looking for products on Google.

The secret behind the most successful eCommerce in the US is based on the structured data sampled from SEO, which reports the interest in the target buyer, their changes up to appeal, and how they perceive the brand associated with the product marketed in Google.


The power of SEO prototypes 


The art of placing products in the first position of Google responds to technical operations made on the web and analytics procedures during the buyer drawing. 

Also, there is a direct relationship between defining/drawing a detailed buyer persona and the traffic trends used to connect content with potential buyers. Successful eCommerce platforms understood how to rank products using the keywords, terms, language and content frequented by target users.

Besides Business Intelligence tactics focused on digital metrics, engagement, and shares, product managers and product leaders should detect the sustained growth rate on their top products -after differencing the total percent of new SEO visitors.

And it is precisely the percent of new visitors they key to understand if there are common patterns in the potential clients. Beyond instant sales, the efforts must be focused on defining if those new visitors are finishing a purchase, registering as a frequent client and recommending the service in their social networks -for this, it is necessary a social listening tool such as Mention. 

Finally, being in the top positions of Google for a particular group of keywords represent 10% of the better SEO approach. The organic selling rate is the better way to measure if the client engaged from Search Engines is repeating, recommending, sharing content and bringing other clients to the store.




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