Search engine optimization used to be an additional tool that was considered to be only network marketing, but not necessary. But now more and more marketers understand the importance and advantages of search engine optimization. In today’s Internet age, search engines provide services to millions of users every day. Search engine optimization is not only to improve ranking and social promotion, but also to improve the user experience and exposure of the website through practice. We Hilborn Digital as the one in Toronto SEO and digital marketing company, we met many small and large businesses, have ignored the importance of search engine optimization. So we will give you a detailed introduction to the importance and advantages of search engine optimization.
Increase website exposure
Today, most consumers have turned to the Internet before making a purchase or looking for services. Imagine the last time you needed a plumber, dentist, lawyer or SEO agency, where did you look? It may be Google, Baidu, or other mainstream search engines. This means that if your business is not visible in search results, then consumers will not consider you in your purchasing decision. SEO works by making your business more visible in search engine results so that users can find you.
Understand the competition in the industry
If your target customer performs a quick search on Google or Baidu, but finds a competitor’s website on the homepage, but not your website, then you will lose a valuable customer. Some companies used to think that SEO was unnecessary because no one else in the industry was doing search engine optimization, or that there were not many competitors in the market. For most companies today, this is no longer applicable. Your competitors are likely to be actively engaged in search engine optimization, and while you are still hesitant, they are already far ahead.
Reputation is a major factor when consumers buy products or hire services. If they don’t trust your business or think you are a reliable organization, then they probably won’t hire you. If your website is not ranked for keywords related to your industry, you do not have a good website (or a mobile-friendly website), no social media presence, or no positive online reviews, which means: consumers Think that your business may be untrustworthy.
You will get long-term benefits
We have learned that some companies believe that they do not need search engine optimization because they advertise. Although traditional paid/PPC ads are great, they are short-term options. Once your budget for the day is used up, all their benefits will cease. SEO is a long-term investment. As you start ranking for more keywords and we continue to build relevant content on your website, your website’s authority and credibility will increase. Over time, this will have a snowball effect on the number of keywords you start ranking for, and win higher rankings for more competitive keywords.
Especially in an oversaturated market, there are countless competitors competing for the same customer. A good SEO campaign will make your business stand out. There are only 10 locations on the first page of Google search results, but the region hopes to have hundreds or even thousands of businesses. The ranking on the first page will provide you with visibility, credibility and a significant competitive advantage.
Increase local traffic
Local search engine optimization is a very important aspect. Most searches are localized in some way. Maybe people are searching for “Toronto SEO” instead of “SEO”, or they are searching for “skin care clinics near me” instead of just “skin care clinics.” Local Toronto SEO campaigns can help you rank first on Google Map, help you rank for these high-value local keywords, and increase local traffic to your website and/or geographic location.
SEO technical processing of e-commerce website page offline
Nowadays , under the influence of the five major pain points that e-commerce platform operating costs are rising , customer data is difficult to accumulate and utilize , platform data connection barriers are high , platform internal volume competition and consumer experience cannot be guaranteed , many brands have begun to consider or start to build their own. E-commerce website.
But after escaping from the platform, we need to effectively manage our own media, which has created many new challenges for us. SEO traffic, an important channel that generates 40% of revenue and more than 50% of traffic on average, is one of the unavoidable issues .
Among the hundreds of SEO problems we face, how to deal with the pages of products that are no longer on sale temporarily or for a long time is one of the core issues we care about. Improper handling, it will be harmful to SEO traffic and even user experience. I will use this article to introduce readers to the handling methods of these product detail pages (PDP, Product Detail Page) that cannot be purchased. How to deal with these pages is not only an SEO issue, but also an operational issue. Let’s take a look at the influencing factors.
Is it temporarily out of stock or permanently discontinued?
If it is temporarily out of stock to be replenished, then the PDP should keep it and return the return code 200 representing OK. In order not to affect the user experience and continue to provide value to consumers who visit this page, we should provide specific replenishment expected information, and provide arrival notification and wish list capabilities. If it is simply out of stock without management, there is a high probability that these pages will disappear from the index library of the search engine after a long time.
So what if the product is permanently discontinued due to business reasons? This requires specific analysis. Let’s take a look at other influencing factors first.
Are there any new substitutes for the discontinued products?
If there is an upgraded version of the discontinued product, we will naturally want to divert visitors to the new PDP. So can we directly redirect the PDP to the new PDP through the permanent jump 301? This is debatable, and in many cases it cannot be a one-size-fits-all, because many times users may want to buy the old version due to budget and appearance preferences.
On the premise of respecting the user’s intention, if you jump directly to the new model, it will affect the user experience and cause many jumps, and consumers will switch to other channels to buy. Therefore, Jiyi recommends returning 200 and adding some content to compare the differences between the new and the old models and highlight the advantages of the new model while informing the discontinuation of the sale. Finally, provide a button or link to go to the new PDP. In this way, the old PDP pages will not become garbage and low-quality pages. In this case, the 301 jump is often a sub-optimal solution.
What if there are no upgraded models for the discontinued products, and no alternative models with similar styles and functions? At this time, should page 404 (Not Found)/410 (Gone) or page 301 be sent to the category list page? To answer this question we need to consider the third factor below.
Current SEO performance of discontinued product pages
If the page itself has no SEO traffic, no rankings and no external links from the page, then it is recommended to drop this page with 404 or 410.
If the SEO status of the page is good. It has a lot of ranking traffic itself, and it also attracts a lot of external links. Then it is not appropriate to directly 404/410, so that we will not only lose these traffic, but also affect the authority of the entire site because of the loss of the external chain of weight transmission.
On the other hand, due to the loss of the support of the internal chain of the website, the authority of the discontinued product page will be reduced a lot, and it will gradually lose its ranking in the search engine. You can temporarily use the 200 return code and provide a wishlist to observe market demand and seek opportunities to sell again. When the traffic drops to a lower level, then 301 to the category list page, so that you can still retain the weight transfer brought by the external chain.
Many websites use JS to redirect invalid products. There are two different approaches here. One is direct JS jump, the other is delayed JS jump (or after the visitor confirms the jump), no matter which kind of JS jump is based on 200/404/410 return code, they are not like 301 The weight will be passed directly.
In the search engine results page (SERP), the page that returns 200 and uses the delayed or manually confirmed JS jump will retain the page title and page description. This will help maintain the original SEO ranking and traffic. However, this may change for some engines with more mature JS execution.
Summarize the impact of different treatments on technical SEO
The processing methods and advantages and disadvantages of unsaleable PDP are summarized as follows:
- 200. It does not affect the weight transfer, but it must ensure the consumer experience and provide content value to prevent it from being judged as low-quality pages.
- 301. The weight transmission is not affected, and the target page is displayed in the SERP, so the retrieval volume of the original product demand cannot be captured.
- 302. A temporary jump that has not changed for a long time will be regarded as a 301. The impact is as above.
- 404/410. The weight transfer will be truncated, and the existing links to this page will be lost. The index will be lost.
- JS jump. The target page does not inherit the weight of the original page. The direct jump of SERP performance is the same as 301, and the index is likely to be dropped; the delayed or manual JS jump is the same as 200.
In the process of operating our own e-commerce website, there are many details that will affect website performance, user experience and conversion results. In this article, we introduced the technical SEO processing of invalid product pages. Did you do it right?
Why must SEO and CRO be good friends?
Why must SEO and CRO be good friends?
Compared with SEO, digital marketers may be unfamiliar with CRO. CRO is the acronym for Conversion Rate Optimization, which means conversion rate optimization. It is one of the most effective strategies for digital marketing to improve results. To understand the basics of CRO, please go to the extremely familiar ” Digital Marketing Terminology Glossary 101-Conversion Optimization “
For Jiyu, another interpretation of CRO is Conversation Relationship Optimization, which is an optimization method that improves the effect of conversations and relationships with end audiences.
Econsultancy/Littledata.io pointed out that the benchmark of global conversion rate is 1~3% . Many websites and industries have less than 1% of conversions. It is conceivable that if we can increase the conversion rate to 2%, we can theoretically double our income. Although this is a challenging task, it is more practical than doubling our traffic or doubling our users. The importance of CRO is evident.
The grievances between SEO and CRO
SEO and CRO are two distinct digital marketing strategies in the traditional sense. SEO appeared earlier, and CRO was paid more and more attention. The two produced a chemical reaction in the process of development. But in many cases, SEO and CRO don’t get along well, and they even pinch. Why?
The following table is from Contour This , which compares the similarities and differences between SEO and CRO. We can see that both sides are “construction” on the same website, and the contracting team may be the same. Then it will inevitably cause the problem of “the page that was just launched on the old paper has been changed by the next SB.
In addition to competing for resources, there will be conflicts:
- CROs worry that SEO will ruin their testing and ruin their conversion rate (source).
- SEOs worry that CRO will destroy their traffic growth pages.
- SEO is concerned that CRO creates duplicate content through split testing.
- CRO is concerned that the pages created by SEO for traffic are not effective for conversion.
- CRO is concerned that SEO ignores the direction and path of marketing tracking and how it applies to conversion channels.
For CRO gods and SEO gods, these worries are superfluous and can be solved by technical means. We will talk about this topic later. In this article, we first talk about why SEO and CRO should be the best friends. They should hand in hand to promote the effect of corporate digital marketing. The reasons for the above problems are mostly because they do not communicate.
SEO itself is a kind of CRO
CRO is also the logical point of SEO. A website is not a container for traffic, it should be a conversion machine.
The transformation of SEO is to promote users who retrieve information to click on your results on the search engine results page (SERP). This is easy for us to understand, we need to optimize the title and description of the page to encourage more users to click on our results.
Another important transformation of SEO is to allow more pages viewed by search engine crawlers to be indexed by search engines. This covers improving page loading speed, improving user browsing experience, and avoiding duplicate content.
No matter how SEO “speaks of integrity”, they spend a lot of time doing CRO things, we will expand below. The CRO was also born to prove the existence value of various channels.
SEO and CRO have the same purpose
The ultimate goals of improving high-quality drainage and improving conversion rate are the same . Let’s take a look at what SEO has done.
- SEO improves the searchability of the site, thereby improving traffic.
- SEO solves the technical barriers to website speed, crawlability, and overall functionality. Improve the usability of the website, thereby increasing the conversion rate.
- SEO opens the entrance to the conversion funnel by increasing the number of visitors, thereby increasing the number of conversions.
- SEO provides high-quality visitors with “intentions”, thereby increasing conversion rates.
- SEO has improved the quantity of content and the quality of the content. This content fully “educates” visitors and keeps them in a “conversion-ready” state.
So CRO students and SEO students sitting next door are so industrious little bees! SEO and CRO are mutually successful.
From the above, we can also see that CRO and SEO are not contradictory at the executive level . From the perspective of CRO, the CRO in the search engine channel starts with SEO and is the CRO on the SERP.
The recognition of you by search engines often comes from the recognition of you by users . For example, pages with high Bounce Rate are both unfavorable signals for search engines and CROs. The robot’s understanding of your website is a reflection of the structure of your website. The CRO’s requirements for user experience are also search engines’ requirements for user experience, and the two aspects are the same.
SEO is the eye of CRO
Excluding email traffic and other traffic from converted audiences, SEO traffic is the highest quality traffic . Looking at search ads alone, we can find the difference. WordStream’s research shows that the click-through rate of Google ads in search channels is 3.48%, while in display ads only 0.72%.
These SEO visitors themselves have their own “search intent” halo, and they have overcome the obstacles of various SEM advertisements and finally come to your landing page. Every brand needs to cherish the traffic of this channel.
SEO brings a lot of information to CRO that can affect operations. CROs can often only compare which version of the content is better, but cannot answer which content is better in a wider selection. Therefore, SEO keyword research needs to be fully considered in the CRO . It reveals to CROs what consumers care about a thing and what features they care more about about a product.
SEO also provides CRO with a glimpse of the world outside the small pond. SEO competitor information is the input for adjusting CRO strategy . From the SEO research, CROs can easily find out which major competitors are and where their practices are better than their own, so as to produce coping strategies and optimize their product pages.
Brands must integrate SEO strategy and CRO
Distilled integrates SEO and CRO from the two stages of the conversion funnel, and puts forward the concept of Full Funnel Testing, which is a feasible approach.
From within the organization, the long-term mutual communication and learning between the SEO team and the CRO team is the only way to eliminate the antagonism between the two, enhance integration, and obtain geometric growth in conversion.
SEO and CRO need to fully understand each other’s plans and trends, and they also need to give each other’s team full transparency. After all, good friends are always the last one to give you back, isn’t it?