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Do you know how to maximise your organic search strategy this year?
As a leading agency providing SEO services, we’ve got you covered from leveraging Google Analytics 4 to understanding the search behaviour and how it continues to evolve. We’ll also show you how important SEO is in fueling retail strategies particularly in the lead up to the holiday season, ensuring you have all the tools to plan ahead and drive sales and customer growth this year.
Strategic points to consider in 2024 to make the most of your organic search strategy:
/ Understand how to use Google Analytics 4 more effectively for insights.
/ Re-evaluate your customers search behaviour, because its constantly changing.
/ Understand the differences between Google and TikTok as search destinations that.
/ Influence and how they apply to your business.
/ Learn how to apply AI within your business to improve your approach to Organic Search and SEO performance.
/ Learn how to adopt SEO internally amongst various stakeholders to increase value from their existing day to day output.
Q4 holds the biggest opportunity in the calendar year for most ecommerce brands. But with SEO being such a long burn, careful planning and project management is key.
For the majority of businesses selling online, the last months of the calendar year from October to December offer the biggest opportunity for online sales and customer growth online.
From Black Friday to Christmas, there are multiple opportunities that retailers have to generate sales and make digital drive more performance. But in order to maximise the opportunities that Q4 offers your retail business, when should you start thinking about commencing with your SEO strategy?
With years of experience working within the retail and ecommerce sector, our Ecommerce SEO experts have conducted thorough research and consistently delivered exceptional results for our clients, ensuring maximum performance during the busiest shopping season of the year.
How SEO can fuel a retail strategy in Q4
Because consumers no longer sit online and complete purchases in a single session, attribution modelling is becoming far more the norm than ever before. A retail brand must consider how all channels work cohesively together to ensure that users are targeted and presented with an opportunity from your brand to continue ahead on their desired journey to purchase, ideally with your business if it continues to serve their needs and intent.
“A recent Nielsen meta-analysis of consumer-packaged goods (CPG) campaigns found that full-funnel strategies see up to 45% higher return on investment (ROI) and 7% increases in offline sales compared to marketing campaigns across a single purchase stage.”
SEO offers brands the ability to introduce products, explain products, and sell products to consumers at various stages of the sales funnel.
Interestingly, SEO has the ability to position a brand across many stages of the sales funnel. In a report released by Think with Google defining what we now know as “The messy middle”, we can see that the phases of exploration, and evaluation comprise of the messy middle where consumers go through awareness and
consideration of products and services, and also your brand. Through SEO, you have the opportunity to expose your products through a variety of forms, including:
/ Look Books
/ Style Guides
/ Buyers Guides
/ Video Content
On this basis, ecommerce brands need to evaluate the current strengths and weaknesses the brand is experiencing from an SEO point of view and determine how an SEO initiative can be organised to drive a clear return on investment. This requires learning and careful analysis. Even with a mature team in place, a year-on-year analysis would be required at a minimum and require several weeks of analysis.
With the sheer variety of opportunity that SEO offers a retail brand, the ever-changing landscape and significant analysis demands the channel requires, retail and ecommerce brands must initiate an SEO strategy at least 6 months prior to any target period of impact.
Larger brands need to carefully project manage SEO initiatives otherwise you will set yourself up to fail.
The larger the brand, and the more stakeholders, and departments involved, the less an online retailer may be able to achieve within a specified timeframe. Not only do brands have to plan months in advance, but a brand also needs to have an excellent ability to project manage and prioritise SEO opportunities to go after.
Prioritising SEO opportunities requires a solid understanding of the way your business functions, the ability to own and direct SEO actions as priority over other business requests, and the experience and knowhow to know what will work.
Brands with internal SEO teams will have project managers integrated within their structure, however being able to independently represent SEO across a number of departments and stakeholders are always challenging.
This is where external advisors such as an SEO Agency can be of significant value within the process.
