Can SEO Coexist with Commerce? Studying the Bond between Search and Online Retail
So Where Does SEO Fit In?
Due to dynamic site design, rigid content management systems, lack of keyword-rich content, many retailers have a difficult time trying to incorporate natural SEO tactics into their search solutions. Also, the time necessary to consult, implement, and witness actualized results often does not fit their immediate needs. Challenges with integrating SEO tactics into their current site design is an unfortunate roadblock to obtaining natural search results.
Seasonality, promotions, sales, events, etc., are all time-sensitive programs that require a “launch and load” approach, with an actual end date to pull the ad. Paid search fits nicely into this approach and is probably a retailer’s best bet. With the increase in competition and the rising cost of CPCs, retail marketers need to re-evaluate the way they approach search.
Hot and Heavy Competition
The rise in competition and bid prices, along with the maturing of online consumers, will undoubtedly create downward pressure on retailers’ margins. Recent data from Hitwise reveals that an average of 20% of retailers’ site traffic is generated from search engines. Coupled with retailers’ preference for paid search, they will eventually be paying for repeat visits and customers. With their current search strategies, the cost of acquisition per customer will rise.
Essentially what will happen is a shift in strategy by retailers, focusing their attention from acquisition to retention. In order to generate the maximum amount of sales, these marketers must revert inward and consider site issues and features that may be affecting the profitability of their online sales. The cost of paid search is variable, while organic search is often fixed. With pressure on their margins, retailers will need to re-evaluate the effectiveness of their paid search campaigns. This will eventually lead to a shift in marketing strategies, with more and more retailers implementing natural search campaigns.
Ultimately, retail marketers must consider all of these variables when creating their search campaign. Integration of strong long-term search tactics coupled with short bursts in promotional activity will provide the necessary coverage needed to implement acquisition and retention programs online. Whether or not the purchase is made offline or online is irrelevant if a site is not in front of the consumer.
Rather, the main concern of retailers should be that they are spending enough money on search to efficiently deliver ROI—while at the same time, making sure that search strategies are not merely buying up every potential keyword regardless of its performance. Search needs to be customized to the site, tracked diligently, and monitored consistently to ensure that you are maximizing every dollar and enjoying a healthy return.
In Part II, I will look to examine the connection between online and offline, cross-channel strategies.
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