If we have an e-commerce, that is, an online store, let’s say you run a shop online that provide Sofa repair in Dubai, our first objective will be the sale of the products that we make available to users on the web. For this we must work and focus on three priority strategic aspects:
- The VISIBILITY : if I can not get visibility, that is, that my target audience can find me and visit my website, I will never be able to sell anything. Raising a visibility strategy is essential.
- The CONVERSION: I must bear in mind that if getting the right target is vital, getting that visit to buy is not the least. We must raise the web with all the elements of structure, design, usability, etc., to facilitate the conversion as much as possible.
- LOYALTY: If we are selling a repetitive shopping product, it is essential to work to the maximum all the elements that can facilitate the repetitive purchase of the product, through promotions, e-mail marketing, etc.
Among the actions to increase visibility, one of the most strategically relevant, due to its impact on the potential of qualified visits it can provide, is to be well positioned in Google , that is, SEO .
Well, we know that working with SEO is something as important as it is complicated, but there are certain elements that are easy to apply and that are very relevant, which can help us a lot to establish a good SEO base from the beginning.
One of these keys is to correctly configure and structure your website from the beginning based on a keyword strategy logic.
We must start from the basis that we can classify the user’s search in three different blocks:
1- Product searches : are those that the user makes when looking for a specific product, for example, if you have an online store that sells TVs, a possible search could be TV SAMSUNG UE40H6400 . It is a search with a high level of quality and very close to conversion, if above the user incorporates the word buy ahead, even more.
2- Category searches: would be a type of search that would not be as close to the purchase as the previous one. It is a user who is looking for a product typology but who is not yet clear about the product. In our example of TV, the search could be “buy Samsung TV” or “LED TV”. The user searches within a category.
3- Indirect searches or information: these searches would be those that would be related to the search for information when executing a possible purchase in the future. It is the type of search farthest from the purchase, but it can be the starting point of the capture of that potential buyer.
To be able to establish the bases of web optimization towards these types of search, we must ensure that the main elements of contextual optimization of the pages are aligned with the type of search we want to impact.
To optimize the page to the type of direct searches or to buy to (searches of product and category) we will have to act on the website:
If we want to position the category ” LED televisions” , we have to make sure that on the category page of the website, the keywords are included in the following sites:
1. In the URL
2. In the meta Title of the page (as far to the left as possible and without exceeding 64 characters)
3. In the Meta description (although it has less relevance for the search engine, it is still useful)
4. On the H1 label
5. In the text of the page
6. In at least some Alt tag of some image
To enable the improvement of visibility in indirect searches , we must focus on the blog and the writing of the post. To ensure maximum indexation and possible positioning, the most important thing is that the title of the post appears in the URL and in the H1 of the post. This title should be raised literally, with the user’s search format, that is, we should not think about title the post as we would like, but raise the title as the user would look for it:
Wrongly titled: ”
Viewing distance for a television with LED technology” Well titled: “How far should I watch television”
Thinking about these types of search and optimized the web with this orientation, we have a good stretch of the way traveled towards the goal of improving our SEO possibilities and therefore, to improve our sales.
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