One of our clients, shows and sells her products exclusively at trade shows in the UK. She has no experience or knowledge of selling online and no digital presence via a website or any social media platform. To grow and attract more customers, the client understands that she must have a method of selling to her present wholesale clients and in future also marketing to retail through the internet. She has come to The Vision Marketing (Scotland) ltd to set up an ecommerce store.
We often find clients place too much priority on the website and forget that this is only a part of a bigger digital marketing strategy. Many people still think today that merely by constructing a website and placing it on the internet, customers flock to the site and buy all your products and services. This unfortunately is never the case.
As you can see from the basic search results, 3.2 million results all selling scarves.
How is your store ever going to be noticed?
But after all of this you still just have a good website, online, in competition with the other 3.2M stores. How does the customer find your store? You must be on Google page one
You must drive the site to achieve page one listing and you must use all the digital tools available to do this.
The major tool is Google.
Most people when looking at search results still head for the organic section. This is where 40 – 50% of online users Click. This the sweet spot. The paid adverts at the top of the page only attracts 10-15% of clicks, nobody ever really goes to page two.
To gain entry to this sweet spot you must build online reputation. Build your presence so Google understands and can see the import of your site, its authority and trust.
Every night, every hour, every minute Google looks over your site (crawls). It has its spiders crawling the internet finding references to your site, about your site, looking at your site and building a huge database of information on all the sites it crawls so when someone types in a question, a search or a word, Google can return the most relevant and pertinent result.
Without this bank of knowledge about your site you don’t get to be page one, customers never get to see your store and you don’t get sales, it’s that simple.
Yes, we must build a good online store, but we also must build this bank of information online about the company and the store.
The four key ways to target Google page one
On page – meta descriptions, high quality content, page layout
Off page- social media, citation building, blogging, link building
2.Google Knowledge graph
Google my business
AdWords (Pay Per Click) PPC
Ps Google cannot see Facebook so this never affects your SEO, but you use Facebook to drive your fans to your site.
Our client now understands that rather than just having a good-looking website, there is lot more involved to gain the site authority and trustworthiness