Why Environmental Social Governance (ESG) Matters for E-Commerce Organizations.
In 2019, we saw a global pandemic disrupt supply chains and reorganize manufacturing processes while companies struggled to get products on shelves. Amid all the chaos,
SEO provides a lever for brands to outcompete others in the industry through improved organic advertising opportunities and elevated user experience—but failure to secure search engine optimized rankings can result in significant losses in website traffic and engagement. From 2010 onwards, search engine optimization evolved at record-breaking speed, making user-focused web content not just a bonus, but a priority for all businesses wanting to succeed in the digital landscape.
Significant updates in 2023 from Google and other search engines resulted in regulations concerning SEO content—such as use of keywords and quality of online content—becoming firmer and more commonly enforced. Businesses that had not adhered to these regulations experienced a significant perturbation in rankings—and some businesses such as Overstock, who showed non-compliance to SEO regulations, gained significant negative media attention to the brand.
To carry out successful search engine optimization complying with these regulations, marketing teams must develop content that is not only optimized, but high-quality and engaging for a range of target users. Engaging content is frequently shared via social media, driving engagement and providing a large boost in brand content visibility.
Following the rise of social media, the digital era has created significant disruption in the perception of online privacy. An era where users gained social media and web influence by sharing as much content as possible, to as many people as possible, has devolved into an online culture that values social connection, but places increasing value on privacy and security.
With public awareness increasing regarding invasive brand tactics to achieve content personalization, such as analyzing user history and tracking user location, many online users choose to receive less personalized results in exchange for an increased level of online privacy. This presents a challenge for brands, who have long recognized that highly personalized online content provides, by far, the strongest competitive advantage and digital growth. As online users increasingly demand greater privacy protections, social media consulting plays a critical role in helping businesses navigate this landscape while still achieving their digital growth objectives. By working with expert consultants, companies can develop personalized content strategies that respect user privacy and help to build lasting, meaningful connections with their audiences.
To carry out a successful SEO campaign, businesses must ensure that all the website’s gaps and weaknesses are expertly identified through use of SEO auditing. A fully-fledged SEO audit lays out onsite and off-site factors that have a significant effect on search engine ranking and views. Leveraging digital marketing consulting that conducts a comprehensive SEO audit is crucial in optimizing your website for better search engine ranking and indexing, as this audit process not only draws attention to overlooked areas that may have a negative impact on content indexing or search engine ranking but also provides assurance that website content is highly optimized by identifying and resolving any on-site and off-site weaknesses and gaps.
SEO auditing is additionally used to evaluate essential technical SEO factors, including mobile compatibility, security, and page speed. A user-friendly website without technical drawbacks is a key influencing factor in conversion rate and user engagement, as even after clicking on a link to a website, around 50% of users will exit the webpage if it takes more than three seconds to load. Mobile users now make up approximately half of all online traffic, and businesses succeeding in digital spaces prioritize making websites compatible with mobile viewing.
Even the most thought-out, engaging digital content will become a waste of time and resources without use of effective SEO optimization to ensure indexing by search engines. With the majority of digital businesses now leveraging the fundamentals of SEO, those organizations looking to outperform within the industry must look beyond SEO fundamentals and towards technical aspects of SEO. Technical SEO optimization is what sets a business’s digital presence above that of the competition and ensures an airtight competitive advantage in the long term.
Many website aspects are incorporated within the scope of technical SEO, which stretches far beyond factors such as HTML tags. Through technical SEO, businesses can create a website that is able to be seamlessly crawled and indexed by search engines, resulting in improved rankings and driving website traffic. Optimizing technical SEO is a complex process, which is why many businesses turn to SEO consulting services offered by reputable companies to ensure their website is properly optimized for search engines and can generate more traffic. Technical SEO is a multifaceted process that extends beyond basic HTML tags, and the optimization of a website's technical elements can lead to improved search engine rankings and increased website traffic. To ensure proper optimization and stay ahead of competitors, many businesses enlist the services of a top-tier SEO consulting company, whose expertise can help create a website that is easily indexed and drives organic growth.
Web pages are optimized for search engine usage and user experience through on-page search engine optimization, which incorporates techniques including optimization of content, effective use of internal links, and improved title tags. SEO is often thought to incorporate only HTML and on-page keywords, but with changes in user habits and sophistication of search engines, simply leveraging HTML keywords is not enough to create cutting-edge on-page strategy.
In the modern digital landscape, successfully utilizing on-page SEO requires consideration of digital user experience and user search intent, loading speeds of web pages, and additional factors such as dwell time and click-through rate. A business producing content that climbs to a top rank on search engines will ensure that all content delivers value to users and is highly unique in a saturated online space, instead of a narrow focus on search engine optimization. Online users will be more engaged and interactive with content that provides new information, expert resources, or leverages a strong design strategy, instead of recycling old information. If content lacks value and relevance, no amount of expert SEO strategy will guarantee success. To ensure long-term success in the highly competitive online space, it is imperative for businesses to develop a comprehensive and well-thought-out content marketing strategy that prioritizes providing valuable and relevant information to users, while taking into account critical factors such as digital user experience, search intent, and other important considerations.
Increasing click-through rate is a critical component to driving website traffic in the digital world. Highly emotive titles for content are shown to be clicked on significantly more often than “clinical” titles, creating a connection with web users and promoting a steady increase in traffic. User interaction signals such as bounce rate and dwell time are other factors that influence ranking on search engines such as Google, and play a key role in determining the relevance of Google search results to users. This means that content does not simply need to be attractive to users—it needs to be engaging and relevant enough to keep users on the page and prompt them to perform actions such as navigating within the website and filling out online forms.
In a digital age where convenience is more sought-after than ever, consumers require products that are accessible, and information that is delivered quickly and conveniently. If a business neglects either of these factors, a potential customer will turn to purchase from competitors with one click of a mouse. Businesses must ensure that advertising and media is consistently available to local customers when they need it, and that a clear point of difference with the competition is advertised effectively.
Optimizing for local searches is a form of search engine optimization that incorporates a highly targeted strategy for local consumers, ensuring that brand websites are consistently highly ranked in local customer queries. Strategies such as effective link building, highly targeted and effected online content, and optimization of web pages ensure that business information is available consistently, swiftly, and easily. This is especially critical for brick-and-mortar organizations with heavy reliance on a customer pool within a specific region, and collaborating with a distinguished SEO consulting firm can significantly amplify a brick-and-mortar enterprise's local search optimization strategy, guaranteeing the perpetual visibility of their website among local customers.
Keywords are a powerful tool within search engine optimization, but keyword research alone does not deliver a #1 ranking for websites. While effective keyword research is critical, using keywords correctly is necessary to deliver optimal results and drive website growth and a high search engine ranking. Keyword strategy allows organizations to support an overall SEO strategy, as well as keyword research, to create a highly contextualized, ranked list of keywords.
Leveraging keyword strategy ensures that growth of relevant digital traffic is prioritized—and that this traffic has high conversion potential. Identifying opportunities where quick wins can be seized should be incorporated at all stages of keyword ranking strategy, monopolizing upon market fluctuations and expanding on gaps in the market to deliver competitive advantage and sustainable success. Keyword strategy should be organized and highly directive, with key expectations regarding milestones, visibility, and ranking goals clearly communicated within the team and the organization as a whole. Effective use of milestones and goal setting ensures that the impact of keyword and SEO efforts can be quantified consistently, and strategy can be altered or adapted if necessary.
Implementing strategies to promote link building is critical for effective SEO, as websites with top ranks on Google SERPs contain almost four times as many backlinks as low-ranking web pages. All major search engines consider the quantity and quality of backlinks as a key factor when determining website ranking, meaning that increasing the amount of high quality backlinks from authoritative websites will directly impact search engine ranking of website pages and digital content. With a majority of highly impactful SEO professionals dedicating a large amount of budget to link building, investing in creating high-quality links from external websites drives a SEO strategy capable of outperforming competitors.
Effective, strategic guest blogging allows leadership to establish a role as industry thought leaders, while additionally driving link building through establishment of valuable content on relevant external websites. Leveraging selective guest blogging drives an increase in web traffic, creates qualified leads, and increases search engine rankings. High-quality infographics can significantly boost link building and result in a continual, passive stream of organic website traffic following successful promotion. In today's competitive landscape, businesses can greatly benefit from SEO consultancy to ensure effective guest blogging, infographics, and social media strategies that drive traffic, establish industry thought leadership, and improve search engine rankings. In the digital age, social media is no longer an option, but an essential component of business success. Industry-leading businesses boost social media engagement to increase exposure and drive online visibility to target audiences.
With millions of apps available for purchase, the main roadblock for businesses in app stores is therefore not how to create an effective app, but how to ensure that this app is discovered, downloaded or purchased, and used by target audiences in an over saturated space. Achieving a top-ranking position in an app store, and then maintaining that position over time, are significant challenges that prevent many businesses from achieving success even with an expertly created application.
App store optimization allows businesses to ensure that apps achieve a consistently high ranking position in app store search results, as well as determining the specific stores and categories where apps will deliver the best performance. There are a variety of strategies used to drive improvement in an app’s organic ranking, as well as increasing click-through rate and conversion rate. With the most significant KPIs for app success including growth of the user base and a consistent rate of application downloads, strategies to run paid campaigns and optimize organic traffic are essential. Using multiple app store optimization techniques in tandem creates an amplified effect, maximizing growth and ROI.
Conversion percentage from websites or applications is an essential component to creating low costs for customer acquisition, driving growth in user value, and increasing reach to acquire more ideal customers or a more diverse customer base. A multitude of page elements can be optimized to drive an increase in conversion rate, and with a mindset that there is always room for improvement, continued optimization allows value per visit to be at a maximum in the long-term.
The priority in conversion rate optimization should be the facet of the conversion funnel which either tends to generate a proportionately larger percentage of conversions, or the facet which consistently has the highest traffic. These priorities allow the impact of conversion rate strategies to be quickly observed, measured, and analyzed, as well as providing quick wins in the short term. Moreover, data and analytics play a critical role in conversion rate optimization as they enable businesses to quickly observe, measure and analyze the impact of strategies implemented to improve the conversion funnel, ensuring that short term quick wins are achieved and the long term success of the business is maintained.
Validating conversion rate optimization concepts through testing (typically multivariate or A/B testing) is a necessary step before enthusiastically implementing ideas for optimization. While an idea may sound good on paper, testing can often reveal pitfalls or potential threats, allowing leadership to correct hypotheses before these errors lead to revenue loss. Amid the ever-evolving digital sphere, enterprises stand to gain immeasurably by joining forces with an eminent search engine marketing consultancy that deploys cutting-edge methodologies, including multivariate or A/B testing, to validate conversion rate optimization concepts and help safeguard against potential revenue loss. With refined hypotheses and optimal results, business leaders can confidently navigate the dynamic landscape and stay ahead of the competition.
Now more than ever, consumers value a personalized approach to products and services, searching for highly individualized products and interacting with targeting advertising. Creation of a user persona is a valuable tool in elevating user experience through creation and definition of products and services aimed towards a non-generic user profile. Investing in customer experience consulting can help businesses create innovative and empathetic design and marketing techniques that connect with the target audience's needs and requirements by understanding customer perspectives, empathizing with the requirements of the target consumer, and defining user personas that create a feeling of connection to users.
To achieve optimal results, a user persona should be highly detailed, with a summary document including details regarding goals, attitudes and emotional responses, and typical or ideal behavior patterns. Leveraging quotes or feedback from real users within user persona development results in a persona who is a “tangible” and realistic character that fits within the context of business goals and creates a personal connection to the customer base. In-depth understanding of target customers propels businesses towards creation of highly successful products that answer customer questions and fulfill consumer needs.
Even after creating an expert-level, user-friendly website, many business leaders lack an in-depth understanding of exactly how customers are interacting with and using web pages. Creation of a customer journey map provides a clear visual depiction of the entire interaction of a user with the website—beginning when the website is searched or clicked onto, and ending when the user exits out of the website. At every stage in this customer journey, there are barriers, strengths, and pain points that should be addressed to create an optimal digital experience, increase conversions, and drive growth in customer value.
With understanding of the stages of the customer journey, website improvement can be implemented in a highly directive way through elimination of unnecessarily complex processes, removing points of friction, providing additional or more targeted customer support, and adapting messaging strategies to align with customer goals. Changes that are made in line with the customer journey allow creation of a seamless online experience for customers and building of a strong brand-customer relationship.
Creation, refinement and distribution of brand content is a complex and resource-heavy process for many businesses, but there is no denying that effective content is critical for success in today’s digital landscape. Many businesses have turned towards content automation, leveraging advanced software to automate the most time- or resource-consuming, mundane aspects of content production so that more innovative or valuable tasks can be focused on by employees.
Content automation can be implemented at any point of the content lifecycle. Content research is a component which must be done effectively and accurately in order to produce content that is authoritative and valuable, and through automation, processes such as discovery of trends, analysis of competitor data and insights regarding keywords can be collected automatically. This augments and streamlines the beginning of the content creation process and ensures that content is topical and engaging to consumers.
Content creation can additionally be automated via AI writing tools that leverage natural language processing to produce relevant short-form content, or even long-form content such as web copy and website blogs to increase search-engine ranking and drive website traffic. Businesses who produce content that has factual or grammatical errors suffer a decrease in industry reputation and trust with consumers, and leveraging automation tools to correct these issues is a valuable process to prevent these issues from occurring. Even a single grammatical error within content drastically reduces reputability, and there is significant room for error with even the most meticulous manual content creation.
Within content strategy, content pillars are an essential tool for brands to provide all-inclusive information regarding a single topic to users. This means that users do not have to search externally for information, reducing the chance that they will resort to visiting a competitor site. Through providing a comprehensive and reliable source of resources and information to consumers, brands can ensure that all user inquiries can be answered conveniently, in one place.
Effective content strategy and use of content pillars can be challenging due to the requirements of addressing all common customer queries and in-depth knowledge of customer problems. When carried out correctly, pillar content is an incredibly valuable resource within digital marketing and allows curation of a top-level user experience alongside improved search engine ranking. Businesses provide this information in an array of formats, such as hub pages or a comprehensive guide to a topic. Creating a content pillar as the core of a content hub allows content to serve an additional purpose in promotional channels such as social media and external marketing.
US, Europe, APAC Region, Middle East
US, Australia, APAC Region
US, INDIA, APAC REGION
Malaysia, APAC Region
Asia Pacific, US,UK