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How to successfully implement SEO in your e-commerce business?

-Welcome, Annie -Hello


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My name is Gabriella I am marketing manager at Pixel Nordic Tell me a little about yourself Who is Annie? My name is Annie Karlsson and I am Chief Commercial Officer at Bemz I have been working at Bemz for three years

We make design covers for IKEA furniture I have lived Sweden for about five and a half years I have previously worked with the UK Then I traveled Sweden and worked at other e-commerce companies in Sweden- But in the last three years I have been Bemz Which keyword do you want rank one on? We are quite niche

We target people who want IKEA furniture -so our keyword is probably the cover of Ikea sofas We target it in eight different languages – In all key markets we work with globally What would you say is focus right now in ? Right now we want to increase our organic traffic When we started working with Pixel we had a little trouble with the site -and our organic traffic ranked We started working with Pixel to solve these problems, and it was over a year ago

We have not only worked with them – in terms of the technical and site structure, but also with the site's content Now we want to develop it in the long run- -to ensure that we can maintain organic traffic at an even level What is important to consider when choosing an SEO partner? It was important that we could work with a partner who was actually a partner -so we could work together for a long time That said, when we started working with Pixel, we had a bit of trouble – But we still have to work together Now Pixel is a company that we can work with- – When it comes to short-term problems and issues that come daily

But we also get help with more long-term and strategic work We include them in our planning right from the start I think it is important that it is a partner – which one can cooperate with in the long term They are very knowledgeable so we can learn from them In this way, we can increase the knowledge of those who work with us too

Why is SEO just as important a part of the marketing mix? – For you as Chief Commercial Officer at Bemz? It is important to us because organic traffic is important We have a broad market and we reach many countries in many different languages Since the organic traffic is such a large part of our traffic, it is important- – that it is stable, and that we can control it In addition, we also work with Most of our customers are interested in IKEA furniture -but from a paid media perspective, we cannot use the IKEA brand Therefore, we have to find other ways to reach our customers than through paid media That is why it is very important to us, from an organic perspective This means that we can find relevant traffic without paying in the traditional way

What are the most common prejudices about SEO, according to you? One prejudice is that it is a quick fix It's not like that Some things can be improved, but it will have an effect in the long run Another prejudice is that it is only about what Google determines – -and that is the only way you can influence organic traffic But one can work with its content and the technical structure- -so that one can create the best possible conditions for reaching relevant traffic

Other prejudices are probably that it is an agency that can do it But I don't see it that way It's not something you can outsource It must be part of the market mix and the overall strategy One can of course outsource when it comes to some knowledge- – But you have to take it into account in everything you do

I think it is important that people within an organization understand the importance of SEO – When it comes to organic traffic It is not just the content manager or the developer who works with it Would you be able to mention three concrete results that one can expect- -to use SEO properly? One can expect that organic traffic will grow -and not just stand still or sink You can expect it to grow Internally, we say that organic traffic is the gift that continues to give

You can make a change today that will bring profit for months or years ahead We can see this with some content that we have on the site Something that might have been written many years ago- – but still reaching relevant traffic today based on our niche It is important to us You can also expect the conversion rate to increase

If you reach the relevant traffic then they come to your site and they are happy about it In the end, they will do what you want them to do In our case, it is to buy a cover for an IKEA sofa! What is important to consider about SEO when expanding into new markets? We have done this this year in cooperation with Pixel We extended to some markets we were in, but we didn't have the language We have introduced new languages ​​thanks to recommendations from Pixel

For us it was important to understand the site's structure, first and foremost- -to ensure that we did not end up in competition with ourselves- – When it comes to rankings Then we worked closely with Pixel to ensure that the right keywords- -placed in the right place on the side and that we had translated what was relevant- -to reach the market I also think it is important that we understand the local market -and understand the relevant keywords for them So you can't just use Google Translate It's about what people in that market actually call your product -and what they will look for

It has been very important when we have expanded and translated our site We work continuously to ensure that we have the right influencers -and the right company that links to us This is how we work continuously I also think it is important to understand- -that it is only part of reaching out to a new market It takes time to get some effect

It is nothing that gives effect the day you start, but it takes time It has been interesting for us to discover this year How do you measure and follow up your SEO work? Similar to paid media We look at traffic, revenue, conversion rate – especially how we rank on our key keywords I would say that we treat it as paid media

We have similar KPIs And Olof is very keen to share with us how it goes for us! There are some keywords that we focus on If we have improved our ranking compared to our competitors -or how we ranked earlier months That's how we measure -No do it both in the short and long term? -Yes

And also some key figures that we use- -to give an indication of where the trends are going We use organic traffic as a way to see the trends Paid media we can influence more directly by paying or increasing the investment But organic traffic is more consistent – – which means that we can see which trends are current Then we can see guideline values ​​compared to previous years and months in an easier way

Your Top Three SEO Tips? My top three SEO tips are to really increase the knowledge of everyone in the organization – which has some form of influence over the organic traffic It does not just mean the content manager – without anyone working with the site or with customer service Make sure everyone understands the influence and effect that can be achieved – by having good organic traffic and SEO It is important to In the planning of marketing and changes in the strategy -Is it important to include an overview of what the SEO strategy is about- – Whether it is within the company or with an external agency It must be done in the beginning and not later in the process It must be done very early It is equally important to think about the SEO strategy – as it is with all other channels and how a site looks and so on

From an organic and SEO perspective- -we can see that SEO gives us guidelines on what we can do – But we can still be creative within those frameworks We do not see it as a limitation or that it is too boring It still allows space to play That's how we work within the company How do you think about the budget distribution for SEO and SEM? It's interesting, for some of our SEO budget -is writing and producing content and pictures

Then we translate what we write into eight different languages We also value everything we create based on translation costs When it comes to strategy, we work with Pixel to increase knowledge and develop links In terms of how we allocate our budget -so it looks quite different for SEO compared to SEM, for example There it is very performance-based, cost of sale and cost per click

But with SEO, it is much more consistent and ongoing It's more like a monthly allotment I don't know if we should do it otherwise! That's how we work today

Is that something you would recommend? There are many ways to allocate a budget One way is to see it as two separate budgets As you said, SEO is more current Another way is to look at the revenue and put the money where they generate the most revenue But that's different from case to case, I would say

We ensure that there is an allocation for SEO- -and ensures that it is an ongoing and consistent budget But it is not something that is flexible every month It's not something we change It is more part of the overall plan Who should we interview next time? I think you should interview our competitors

So? It would be interesting Yes, because our competitors are successful with SEO Although we have improved significantly, we see them as a guideline where we want to reach It challenges us to constantly improve and try to be as good as they are Good tips

– Thank you very much for attending -Thanks! Thank you for listening to our conversation about SEO

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