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Common objectives we see with clients and prospective clients are a great insight into the ecommerce industry as a whole. It's easy to think the objective of revenue and return on investment (ROI) is the main goal for most ecommerce companies. However, ecommerce companies may engage SEO agencies for a blend of objectives, included but not limited to the following common objectives.
Build organic visibility for non-brand search queries
Building organic visibility for non-brand keywords is a key component of our success metrics. It can show the adoption of the brand, new user generation, and it allows us to understand a couple of things:
- Is our client’s brand being recognized for their products or just their personalities?
- Who is really owning these non-brand keywords if it’s not our client?
- Which keywords can we push further into and how can we open up new areas of visibility?
Capture traffic throughout the customer journey
The customer journey in most B2C ecommerce cases is quite short. With larger purchases - think a snowmobile for instance - taking a little longer. If a client’s objective is to capture traffic throughout the customer’s journey, they’re probably looking for solutions like:
- A content strategy
- An alternative SEO strategy, or
- A holistic approach to search.
Fuel customer acquisition
A client looking to fuel customer acquisition is a client that knows the only way to succeed is to work cross-channel. Customer acquisition in SEO can be harder to track, but there are some excellent solutions to push you in the right direction:
- Work cross-channel with the paid search and paid social teams to flesh out a full funnel experience.
- Expand their content marketing initiatives to include top of funnel content.
- Lean in on UX practices.
- Identify and capitalize on partnership opportunities.
Increase sales by X% or $X / within Y category / timeframe
As you may be able to guess, this is the main objective of most ecommerce retailers. A client looking to increase sales is most likely looking for a strategy that includes:
- Optimizing high converting areas on the site
- A content strategy
- Dialling in on specific products that are their cash-cows
This is by no means an exhaustive list of objectives, and we see client’s all the time come through with highly specific requests like “I want to make sure more people are viewing our blog” - highly irregular for an ecommerce client but can still lead to great top of funnel content and extend the customer lifetime value.
By isolating the client’s objective and not just assuming it is an “increase sales” objective, SEOs can understand what to track, and how to effectively pivot the strategy into one that scales.
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