We’ve finally come to the last topic of series 3 of eCommerceFest 2021. The concluding topic of our last series is, ‘SEM & SEO – How to Utilize Both Strategies Effectively for Your eCommerce business’. Before you continue reading this blog post, don’t forget to read the preceding post here!

Both SEM and SEO are excellent techniques for allowing eCommerce business websites to rank better in search engines. SEM is the process of promoting your online presence via the use of a paid method to appear in search results. While SEO is an organic approach to improve your online content so that it can rank higher in search results.

The moderator (Sunny Ooi) and the panelists (Kean Shin, Zevin Goay & Jenny Lim) of the event.

Now let’s dive into the keynotes of this panel discussion: 

1. Different Keywords on different platforms

People search for various terms on different platforms based on their search intent, whether it’s on Youtube, social media, or Google. When users go to marketplaces like Shopee, Lazada, or Amazon, they will find search engines built into the platform. As a result, you must understand your customers’ search behaviours and the terms they are most likely to use on various platforms.

2. Cost of Acquisition 

The acquisition cost is determined by the products you are selling. When it comes to advertising and keywords, various sectors will have varying costs; some keywords will be highly expensive, while others will not. If you want to discover what the optimal ROI is for your product or company, you’ll need to do AB testing and collect data. Try to figure out what your product’s selling price is and how much buyers are willing to pay in comparison to your advertising costs. You can calculate your profit margin by calculating the cost per acquisition from here.  

3. Using both SEO and SEM 

Using both SEO and SEM as a strategy has a big influence. In most cases, SEO takes longer to get momentum, but in the long run, it will provide a decent result and have far more lasting power without costing a lot of money. SEM, on the other hand, mostly employs sales promotions, such as discounts on new items. The outcome of combining SEO and SEM is for your site to rank first in organic search results. SEO generates top-of-funnel leads, whereas SEM generates bottom-of-funnel leads. 

4. Automation is the key 

Many signals are pouring in from the increasing number of individuals who are going online. Manually driving performance is difficult since it is time-consuming and inefficient. To this point, automation is critical; it is the primary focus of Google’s research, particularly machine learning. Machine learning can help you improve your Google ad performance and skills. You don’t have to write ad copy, for example; all you have to do is give 10 different headlines to different users. The Google algorithm will optimize for the greatest headline that will help you generate conversions. 

5. Content with keywords 

Using SEO-friendly content, such as articles, will help your website rank better in search results for specific keywords. On Google, content reigns supreme; if your content appears on the top page, it will receive the bulk of visitors. They will begin reading your content. Then, you can have a Call To Action at the bottom of the page to direct visitors to your website or submit an enquiry for you. 

6. Content in landing page or website

A good landing page is one of the best ways to advertise on Google, and the content on the landing page should be carefully arranged. This is because we can’t talk to people face to face to persuade them verbally when we’re online. The content you publish on your website will influence how people perceive your brand. Spend more time developing your content, using high-quality photos, relevant keywords, and answering all of your audience’s questions. 

7. Customer Purchase Journey 

For online businesses, the consumer purchase journey is key. This is when a consumer goes through the purchase contemplation stage when they wish to purchase the products. Moreover, customers will have a lot of questions during this time, therefore the FAQ is crucial. Furthermore, after-sales service is critical; if you receive negative feedback, it will endanger the effort you put in throughout the consumer buying process or client acquisition. 

The Bottom Line 

Because SEO and SEM complement each other, they can be implemented as a single strategy. Researching the keywords that your target audience is most likely to look for and properly optimizing your SEO and SEM will improve your online visibility while also boosting your eCommerce business conversion rate. 

In this panel discussion, we have Kean Shin, Digital Marketing Manager of Exabytes, Zevin Goay, Digital Marketing Consultant of Digital Marketing Consultancy Sdn Bhd (DMC), and Jenny Lim, Head of Search of Google Malaysia. They provided insightful information during the discussion which enabled the audience to learn about SEM and SEO.

Sit back and watch the full video to know how to utilize SEM & SEO for your eCommerce business!

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