SEO is an incredibly broad term but is widely accepted as being crucial to digital marketing success; but how does it work?
In isolation, this is a sizeable question, so We Influence has decided to help and break it down into sections. From its benefits to the eCommerce sector and what is actually involved in SEO, we’ll guide you through its core inner workings.
As always, you can contact our incredible SEO team to get their expert opinion on how they can help your Ecommerce business.
Read on to find out how SEO works, its benefits to eCommerce and the areas of marketing it can influence…
A search engine will crawl a website’s pages and, if there are no technical issues, index them. The search engine stores them away in the index, which is a bit like a library.
When a user makes a search, the search engine rifles through its index and serves up the most relevant pages it can. It determines these by looking at key page elements, like the page title, H1 heading and content – which is why they’re optimised with SEO.
We’ve outlined three key questions to answer: ‘How does SEO work?’…
What does SEO influence in marketing?
SEO has a great influence on the digital marketing spectrum, particularly through content marketing.
Through the use of keyword research, optimised tags and headlines as well as the user-friendly nature of a webpage, SEO and content can lead to increased authority and ranking. This can be seen through optimised on-page content – such as category copy and product descriptions – or long-form content, such as blogs.
“A huge shift towards creating content that addresses user queries and intent. This is why SEOs develop a user-focused content strategy, including on-page copy, informational or supplementary content, FAQs, keyword clusters and much more,” Ionie Ince, We Influence Head of SEO.
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With blog writing, utilising keywords and highly searched-for queries as sub-headings optimises the overall quality. Search engines are focused on the quality of content and its relevance, which makes the influence of SEO all the more important. Just remember, optimising includes web and mobile, with greater consideration for mobile use.
Outreach and market research are each important to content marketing and SEO, via on and off-page optimisation. You’ll need to rank for terms that your market is using to attract an audience and then have an outreach plan to build links with the use of market research. This can be through key phrases or search traffic throughout the year.
What are the core elements of SEO?
SEO can be broken down into three core elements – or ‘three pillars’ – links, content and the technical set-up of the website itself.
Links refer to the authority of your site and how well it ranks within a search engine following a user’s query. Authority can be built via SEO to signal a search engine that your website is trustworthy – the domain authority. This will include securing links from other trusted websites with high authority by a Follow link.
Read More: 10 SEO Questions You Want the Answers To
Content is an all-encompassing factor in SEO that enhances a site’s relevance and authority. A search engine won’t review your website and rank it based on the nice stuff you’ve written. It’s all about if it can be interpreted, namely, with optimised title tags, headlines, and seasonally topical structured content.
“A strong backlink profile, content with a purpose, and a fast, technically sound responsive website,” Jon Blakemore, We Influence SEO team member.
The technical set-up of your website is its actual structure. This includes HTML code, URL structure and HTTP status codes. This all means that a search engine can crawl, index and rank your site on whether it is set-up to be SEO-friendly. A website’s responsiveness and user experience are considered, with UX becoming more important.
How can SEO benefit Ecommerce businesses?
The Ecommerce sector is highly competitive with SEO a vital ingredient for success.
“The competition is so high, the importance of visibility in these spaces is huge,” Abi Worsey, We Influence SEO team member.
SEO’s benefits to Ecommerce basically comes down to a case of ‘more’. More visibility in search engines through rankings. This leads to more users on the site through enhanced content and brand awareness. Which, together, can lead to more revenue. Planning and results take time, however, when it comes to Ecommerce and many other businesses.
Read more: Top 5 Tips for Ecommerce
“There is no such thing as a quick win in SEO. There are things that you can achieve in a shorter amount of time than others, but the effects will always take time to bed in – anywhere between a few weeks to months – and for you to see results,” Ionie Ince.
When building an Ecommerce business profile, SEO can provide trust and visibility which will both, in time, increase the conversion rate and traffic. These factors all filter through to more revenue and a larger brand profile, encouraging brand loyalty.
Learn more about our SEO successes with our case studies.
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