The retail industry is all about sales and marketing. Retailers know the importance of advertising and are willing to spend millions of dollars on it. The holidays are around the corner and retailers are gearing up for their next round of marketing tactics. But rather than focusing on television and radio, many of them are utilizing online marketing. They are beginning to understand how powerful SEO can be for their company. Retailers in Los Angeles and across the U.S. are employing SEO agencies to help boost their online rankings. There are various SEO services that L.A. retailers can implement into their online marketing strategy, including paid search.
We find that paid search can support SEO in a number of ways.
Pay-per-click ad campaigns have the potential of directing thousands of qualified leads to your retail shop. The copy and the keywords used will determine who clicks on your ads. It’s important to identify your target audience, so that your ads attract the right buyers.
The second part of your PPC campaigns is the landing page your traffic is sent to. A lot of retailers get this wrong by sending traffic to their home page. Your landing page should be designed specifically for a certain product or line. For example, your ad can boast a 35% discount off of designer coats. Then traffic is taken to a page of designer coats sold by your retail store. Anyone who clicks on that ad is interested in coats and will be more likely to purchase. SEO companies have experts who can align your SEO and landing page strategies.
Brand Search Terms
Users are searching for your brand name, so they can learn more about your company. PPC campaigns can capture these searches to help drive traffic to your store. Your SEO and PPC teams need to prioritize utilizing brand terms. You need to rank well for these terms, and you need to ensure that the content pages deliver what the user is looking for – coupons, reviews, products, etc.
A great PPC strategy will include broad match keywords to capture as many of these searches as possible. Then users should be sent to a query-appropriate landing page. SEO companies have the skill to ensure your PPC campaigns effectively implement brand search terms.
It’s not always easy identifying your competitors. It may make sense for Sprint to be the arch nemesis of Verizon, but if you look at it from a search marketing perspective, Skype may be the real threat for terms like “international calls.”
Knowing your competition is important in the retail business. It’s necessary to monitor your competition to ensure you remain one step ahead. You can pull an Auction Insights report every now and then to watch for new market entrants. You don’t want to get blindsided by a new and aggressive competitor.
The great thing about PPC is that it enables you to get first-page organic results in a matter of minutes. It would take you months to do the same using SEO alone. Your competitors aren’t always focusing on the same channels, which could give you a competitive edge.
Products are the livelihood of every retailer. It only makes sense to include product titles in your SEO and PPC initiatives, because people are searching for them online. Your product titles can drive traffic to your company’s site by being implemented in URL keys, H1 tags, title tags and product titles in Google Shopping. You can check for opportunities by looking at organic and paid search data by product.
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