Success Case of SEO and SEM in Ecommerce

Today I will share a success case from 2022 after combining SEO web positioning and Google Ads in an online store that can serve your projects on the Internet.

First, let's establish the context of the project and its objectives to see its evolution and the final conclusions and recommendations.

Context of the Success Case

This is an online store of a company with a physical establishment in the industrial sector that launched an ecommerce on Prestashop integrated with Navision, aimed at professionals and individuals in 2021 with little organic traffic and 15,000 product references.

It is a wholesaler in an online market where it competes with Amazon and product manufacturers. Almost nothing.

We started in October 2021 with a team of three professionals:

• Marketing director, who handles graphic design and email marketing campaigns to the online store subscribers
• Customer service technician who prepares orders and fills out product sheets
• Myself, who manages the campaigns

We started with an initial SEO audit that sets the strategy to follow with the following objectives:

1. Increase the online visibility of the brand
2. Reach the top 10 on Google for categories and products indicated by management
3. Increase online sales by 10% in 12 months compared to the same period of the previous month

Market Niche

We studied the market niche and found that there are growing search trends and online demand for the products of the online store, so we started with an initial keyword study for the campaigns.

Strategies

We decided to start generating web traffic with SEO and Google Ads acquisition campaigns with the following tasks

SEO Campaign

To work on the SEO campaign, the following actions were taken:

• Generate product categories based on transactional long tail searches

• Position long tail informational searches on the blog

• Obtain quality traffic that converts oriented to the business

• Review the web architecture to improve internal linking and click depth

• Optimization of categories and a selection of products with stock, competitive price within three clicks from the Home with potential growth

• Detection of keywords to improve with Search Console, Ahrefs, and Semrush in the top 15

• Improve CTR of categories and products with keyword study and optimization of titles, meta descriptions, and rich snippets

• Improve local traffic and online reputation with reviews on Google

• Improve Core Web Vitals

Google Ads Campaigns

We created the following campaigns in Google Ads:

– Smart shopping campaigns converted to Pmax with xml feeds of selected products

– Campaign on search network

– Remarketing campaigns for those who pass through the shopping cart with discount coupon

I recommend the following Advanced PMax Guide by Mai.

SEO Optimizations from Google Ads Data

To leverage the synergies between both campaigns, I made a series of optimizations that may help you.

One of the common tasks shared by SEO and Google Ads campaigns is that they have some similar target keywords to position on Google and have quality web traffic. This made me think of the following plan:

• Extract converting keywords from Google Ads
• Place keywords in product sheets for the merchant feed
• Use PPC ads that work for SEO metadata
• Enrich landing content in headers and content with these keywords
• Monitor results

As results, we can see the following images, as a picture is worth a thousand words:

We can see the clicks and impressions graph from Google Search Console:

And the growth in backlinks from Ahrefs:

The images show the visibility index from Sistrix and SEMrush. And we draw the following results:

• Visibility and organic traffic grow after several Google updates by more than 40%
• The number of orders and online revenue doubles in 10 months

Conclusions

If we think about the four pillars of SEO:

• Crawling and indexing
• Web structure: architecture
• Relevant content
• Brand authority: link building

We can draw some conclusions based on the experience that work in SEO today, such as the following:

• Optimization of crawling and indexing on websites with more than 10,000 URLs

• SEO improves the quality level of Google Ads campaigns

• Content must adapt to a specific long tail and medium tail search intent according to the stage of the buying funnel the user is in

• Links must be relevant and semantically related to the landing page

• User behavior matters: measure your CTR

• Brand traffic is a signal for Google

• Products should be a maximum of three clicks from the Home

• Internal linking to important categories is necessary to transmit link juice

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See you soon.