E-commerce Link: Search and Rescue
6. Benchmark Yourself
Are your search engine results delivering acceptable conversion rates, or are your pages and products not showing up at all? Are you consistently beating the competition, or are you always in second place? Know your rankings, particularly for your most important products or categories. Find out what pages currently generate the most sales and work to get your potential customers to land there.
Study your competitors. Model your approach to first meet and then beat them. Find out what keywords and phrases they use, and decide whether you should use them as well.
7. Know Your Customers and How They Search
Study your site’s internal search feature to find out what keywords and phrases customers are using. Insert these terms into your list of keywords and into the written content on your site.
Watch what happens when your customers come to you from a search engine. Do they actually buy anything? If you get a lot of browsers from Google but they don’t buy, your search standings probably are OK, but your site is letting them down. Find out what pages generate the best conversion and which products sell best; then augment your keyword list to make those pages easier to find.
8. Play to Your Strengths
If you specialize in high-end home accessories, play it up with appropriate keywords and written copy. Choose keywords that emphasize the overall value of your offering, your selection, your knowledge of your product line and your expertise in the sector.
You also can differentiate yourself from your competitors by presenting your brand value, exceptional customer service, an easy return policy and product guarantees in your ad copy or within the search landing pages.
9. Use Comparison Shopping Sites
Consumers are using comparison shopping sites more often because they make it easy to find the best price on the products they want. Their primary advantage to the merchant is that they bring you qualified, motivated buyers. They’re also a good way to introduce your business to shoppers who might otherwise never discover you.