Today, a traditional company faces a real existential dilemma: adapt or die. E-commerce in small and medium enterprises or, SMEs, emerged to transform the commercial culture of these organizations and reinsert them into a new global market scheme, guided by consumer needs and strong competition. And many SEO features such as schemas for e-commerce can be very helpful to connect with new users.
But what is schema? It is simply microdata that you usually put on your website, most likely your e-commerce site that is used by the search engine to provide more detailed results to the searchers.
The flexibility of payment, 24/7 hourly provision, better user experience, and accessibility through the internet, are some of the most demanded services today. But how does this benefit the commercial sector?
Benefits for Small and Medium Enterprises (SMEs)
In some countries, for example, a part of the SME sector focuses on the purchase and sale of products in a small niche market. These organizations are characterized by moderate-income, and with a downward trend in the last decade, as a result of high competitiveness.
And on the other hand, there are SMEs that have transcended the traditional, using tools such as the internet and e-commerce, which has allowed them to serve other markets and record exponential income.
Following are some of the advantages of adapting to the e-commerce schema advantages:
New Business Relationships
As a result of the new commercial dynamics, other forms of commerce are now possible, such as:
B2B (Business to Business)
They are usually companies that provide raw materials or services for other companies.
B2C (Business to Consumer)
The company negotiates directly with the consumer. Either through its own e-commerce system or through a marketplace service. It consists of a gallery-style sales portal, which offers an almost infinite amount of products. Such as Amazon or Ali express.
C2B (Consumer to Business)
The consumer is now able to offer a service that a company requires, and for this, they use websites such as Freelancer or Workana.
C2C (Consumer to Consumer)
In this type of business relationship, the consumer connects with other consumers to exchange goods, information or services. They usually go to social networks like Facebook, Twitter or Instagram to advertise. Or on websites such as Mercadolibre for the sale of items, which are usually used.
Since the information is immediate, companies reduce their operating costs when they access offers of services or raw materials. This has a direct impact on sales prices, making them more accessible to users and fostering competitiveness.
We live in an era of data and management systems based on artificial intelligence. This means that when customers visit your virtual store, whether they buy or not, part of the information such as the contact, preferences or buying trends, are stored in databases.
And this information is essential to offer new products and promotions to this same customer. This is known as ‘remarketing‘. You can also involve schema for your e-commerce site which can improve your search results as well and increase your representation in front of clients.
Flexibility of the Means of Payment
Although this is a particular benefit for the user, in the end, the advantage will be for the company, where they will have the ability to receive payment from the person in the form that the person can do. Thus preventing the client from going to the competition in search of other options.
Today, virtual stores and mobile applications offer the ease of receiving credit card payments, debit, transfer deposit, interbank mobile payment and recently, payments in cryptocurrencies or through other companies such as PayPal.
Hourly Availability 24/7
Customers who do not have enough time to make their purchases, because they work long hours, value it very much to be able to do it at any time or day of the year. This benefit for the client translates into an advantage for the business since the e-commerce system will always be active on the internet.
Doing digital marketing is much less expensive and complicated than traditional marketing. This is because it does not rely exclusively on traditional media to advertise. But also from emails, websites, social networks, and blogs to give information about their products and project their image.
Since a virtual store does not require large physical spaces such as an industrial building or warehouse, expensive public services or a large payroll, the initial investment is very small. Even in commercial premises or house, the servers of the company can work, and a small warehouse for the dispatch of merchandise to the retail. Especially with e-commerce schemas that can prompt users to read your rich snippets and more than likely interact with your website.
However, thanks to cloud services, there are companies that offer very cheap plans. Some are annual and include hosting, domain, and templates for designing websites at very affordable prices. Even with an investment from $300 USD, you can start an e-commerce system.
Access to New Markets
The internet transcends geographical boundaries and allows almost everyone to reach it. This means that your company’s products and services will be available anywhere. With the correct configuration of languages, the application of payments, and good logistics service, you can really sell and deliver worldwide.
Making Good Use of SEO for E-commerce Schema
If your potential customers cannot find you in the Google search box, then it is necessary to invest time in optimizing the content of your site, including keywords and all your web presence for organic search. Last month there were 12 billion searches on Google, of which 85% were of the organic type, by clicking on the left side of the search results, so here is why the previous actions.
Getting to the top of search results on Google requires a commitment to constantly optimize your entire web presence.
Here are five SEO tips and tactics that will help you improve the positioning of your site in search engines, which will attract more eyes to your online store and improve sales:
1. Find out What Position you Appear In
Before investing your time in SEO, it is better to know in which position the keywords that interest you appear. It’s difficult to get an accurate SEO ranking because Google customizes the search results for each one.
If you go to the Google search box and look for your own product, it may appear in the first place because you have probably already searched for that keyword before and Google will customize the search for you. However, a potential customer who is looking for your product for the first time will probably see your website or product page at number seven.
SEO positioning results are also different from one country to another. So, if you are located in France but want to position yourself on Google.com, it can be difficult to determine your actual SEO ranking. Below you will find two ways to get more accurate search results:
- To get non-personalized search results on Google, simply open a separate “incognito” window and the results will not reflect your previous search habits.
- To access Google.com if you are in a different country, you must follow the step explained above, and after entering the search term or word, enter &gl = us at the end of the URL.
Some entrepreneurs who take their SEO position very seriously prefer to use an SEO positioning tool. By using a custom tool, you will receive daily reports with the organic position of your store on all search engines. You will also get a trend report of your online presence over time.
2. Minimize the Keyword Gap
The keyword gap (keyword gap) is a concept used to describe the fact that your potential customers probably use different keywords to find your products and services than you would use. For example, if you are selling “devices,” your customers are likely to refer to them as “devices” in the Google search box.
By understanding how your potential clients and your current clients perform the search and modifying your keyword strategy accordingly, you can minimize the keyword gap.
The only way to do the aforementioned is through keyword research. Studying the analysis of your website and talking with your customers are two good ways to start.
3. Publish Content Continuously for Better E-commerce Schema Opportunity
An effective SEO strategy begins with a continuous commitment to content. Content is the soul of search engine optimization or SEO. Without content, you will never be found on Google. Keep in mind that Google loves new and relevant content.
Start by evaluating your website and decide if the content of your entire site could be improved. How to apply what you learned above in point 2 and include those keywords in the content?
A regular blog strategy will also boost and help maintain high search engine rankings when content is optimized for the keywords and phrases that interest you. Make a list of ideas for your blog topics in advance. Think about stories about your products, the customers who love them, how they use them, etc. Post this content on your blog site and also on Twitter, Facebook, YouTube, and Google.
4. Post Videos on YouTube
YouTube is the second most popular search engine after Google. Once you close the gap of your keywords and have high-quality content, investing the extra effort in publishing videos on YouTube and optimizing them for the search will give great results.
Not only will they find you when a potential customer searches directly in the YouTube search box, but YouTube results can also be inserted into the Google search results page. This increases the chances of you occupying multiple positions in the Google ranking for your product. Who doesn’t want that?
Make sure you have enough links to your website on the video page and refer to the keyword in the speech. And, remember, it is not necessary that your videos be sophisticated or expensive.
5. Social Networks Affect Your SEO
According to Google and Bing, social media signals now cover between 8 and 10% of their organic search algorithms. Your presence in social networks is now relevant to your SEO! This means that Google is analyzing the volume of signals on social networks that are produced by your presence on the web.
A signal from a social network can be a Twitter tweet or retweet or a Facebook Like or Share. Below you will find some tips to increase your social media signals:
Make sure you have the icons to share on social networks on every page of your website. Not only on the home page but on each page of the shopping cart. It is about providing customers with countless opportunities to click on Like or Share, or the Tweet button. Incorporate Facebook into your website whenever possible. For example, add a Facebook Fan box to your web pages as well as the Facebook Comments App on your blog.
If possible, follow customers on Twitter. They are likely to respond with a retweet of your product tweets or share the content. Optimize your company’s Facebook page for search engines. You will find even more tips and tricks in the guide on How to optimize your company’s Facebook page for search engines.
This whole “SEO theme” may sound daunting, but it is not necessarily so. Do it one step at a time, invest one hour per day learning about the topic and the results will be worth it. SEO results are not seen overnight, but they do. It is an eternal process but also a good investment.
According to an e-commerce think-tank, the Internet has opened new opportunities for economies to become more productive, expand entrepreneurship opportunities and boost inclusive economic growth. Don’t you have an e-commerce business yet? Why is the use of one? The culture of buying and selling goods and services is changing rapidly in the world market and consumers are the ones who impose the guidelines.
Sohail Rupani is an SEO strategist at PNC Digital, a digital marketing agency based in Orlando and a blogger, he specializes in SEO and SEM techniques and also writes technical articles about SEO and digital marketing.
He is passionate about business, marketing, finance, and technology-related topics and loves to analyze the different industries news and trends in his spare time and stay in touch with the latest happenings. Follow @sohailrupani for more updates.