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As a leading SEO agency, we know the importance of meticulous planning, data-driven insights, and a deep understanding of customer behaviours when crafting an effective organic search strategy.
What is an Organic Search Strategy?
An organic search strategy is a data led, customer focused approach that a business plans in order to increase its digital exposure within search engines online.
An organic search strategy encompasses not only SEO tactics and plans, but also:
- Customer targeting and profiling
- Situation analysis and product / service mapping
- Customer journey analysis
- Content marketing strategy
- Digital PR & Outreach strategy
- Onsite User Experience
- Data & Analytics
Typical goals and objectives to aim for within an Ecommerce SEO strategy:
Typical goals within an organic SEO strategy usually revolve around increasing rankings in a search engine and traffic as a result. However, this high-level goal requires further detail in order to ensure a strategy is designed that is relevant to the target business, which is why partnering with a leading ecommerce SEO agency can be invaluable.
Customer profiling must be carried out to determine who we want to target and what they need to progress with on their journey to find a solution.
When it comes to understanding your customers, we need to conduct various types of analysis to determine who our customers are and what drives them to buy from us. Marketers can start by looking at first party data collected in analytics tools within the business. You can also survey your customers, asking them about their experience, what led them to purchase, and what made them transact with your brand. Marketers can also marry first party data with third party databases such as Experian to build a more complete set of customer profiles. Once complete, “pen portraits” can then be created that mimic typical customers by their demographics and behaviours, giving marketing a clear picture to aim marcom campaigns at.
Where do your target customers reside online?
Whilst organic search is considered largely with search engines, your target customers will exist elsewhere online, such as social apps and sites, and media websites. By understanding where these pockets of traffic exist, you can consider how to target relevant content in a relevant format to still penetrate those customers through a more consistent campaign, online.
Competitor analysis is required to validate your strategy and ensure your investing into a strategy that will provide the right results in months to come.
By analysing a competitor’s exposure in search engines, and their digital profile online you will be able to determine if your competitors who have the same target customer also position themselves in the same online locations. You’ll also be able to reverse engineer aspects of what is working well for your competitors and what is not, creating a benchmark report that you can then critique your own current performance against and review as you progress on your organic search journey.
Crafting an effective organic search strategy involves integrating various elements of customer understanding, competitive analysis, and data-driven decision making. By implementing the steps outlined above, businesses can enhance their digital presence, attract relevant traffic, and ultimately drive conversions.
Remember, the journey towards optimising your organic search presence is an ongoing process. Continuously monitor and analyse your performance metrics, adapt to trends and algorithm changes, and refine your strategies accordingly.
