Social media is everywhere. Email marketing is still working very well in terms of return on investment. Paid ads push businesses and products to the top of the SERPs. (What are SERPs ?)
Given the power contained in these tactics, is SEO really that important for eCommerce retailers?
YES!
In the modern era, conducting product research is natural for most consumers. While majority of product searches begin on Shopee and Lazada in Malaysia, Google still receives one out of every five initiatory product searches.
That amounts to potentially hundreds of millions of queries per day. Therefore, those that rank in the first positions for a given search are going to undoubtedly prosper. As is reported by Backlinko on Google CTR stats compiled from analyzing over five million searches:
The number one result in Google’s organic search results has an average CTR of 31.7 percent. The number one organic result is 10 times more likely to receive a click compared to a page in number 10 spot. . . On average, moving up one spot in the search results will increase CTR by 30.8 percent.
So, yes, eCommerce SEO strategies matter. In fact, one could argue that they are more important than all traditional marketing tactics (television, radio, print, etc.) combined given that when users search on Google, they are actively looking for a retailer’s offerings.
If all these factors are objectively true, then why is it that so many merchants neglect SEO?
Answer: Because retailers are also not impervious to today’s culture of instant gratification and implementing a proper search strategy is playing the long game.
The fact is that search engine optimization (or SEO) is a time-consuming process that only some business owners are prepared to invest in, despite producing the highest return in the long run.
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