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How to Optimise your Online Store | Creating Online Presence

Why is Online Presence Important?

The business industry has been changing the past few years. Ever since the dawn of the internet, things have been going digital including all sorts of businesses, thus the birth of eCommerce in Sydney and everywhere else. 

Whether you are an entrepreneur or a digital marketer, knowing about Search Engine Optimisation and Pay-Per-Click pays off when managing an online store or business. Luckily, there is an abundance of information regarding SEO and PPC all over the internet. However, you should know how to distinguish good advice from the bad ones.

Online presence is vital when running an online business. If you do not know how to handle your brand’s online visibility, then there are high chances that your company will struggle. You will attract fewer leads than your competitors if you do learn how to appeal to your target audience.

Not having an online presence means that your potential customers would not even be able to see you when they search for you and your products or services.

Google said that 97% of consumers are now utilising the web to search for local businesses. Since the vast majority of your potential customers are online, you should work on how they would know that you are too. This is why it is important that you have a strong online presence. It does not matter if you are a small or big business, no matter what industry you are in, a strong online presence can make a significant contribution in growing your reach.

Reinforcing your brand and hyping up the services and/or products that you are offering your target market takes an excellent online store optimisation. Getting new customers does not stop at communicating your brand to your target audience, you will need a good website and a strong presence that will help illustrate why your product or service is something that your target market would need. 

Once your potential customers know that you exist, their next stop is to check your website for more information. They would be looking for information, reviews and the likes.

A Study of How SEO and PPC helps in Establishing Online Presence

A lot of business ends up in a position wherein they are not even sure if keeping a website is even worth all the trouble anymore. This is because the industry is extremely fast-paced and competitive, and they may have been following bad advice.

Some Search Engine Optimisation (SEO) professionals would try and offer you a one-size-fits-all solution. This leads you to a strategy that may not be the best fit for your business.

How do you know if you have been following bad directions? For starters, you would not be seeing any improvements in your website traffic. Your pay-per-click campaigns would be costing a lot, but you are not getting good returns on your investments.

If you are using your tools the right way, it does not have to come down to your social media pages being an abandoned online ghost town.

Finding success on the internet can be hard when you are unsure of the direction that you are heading to, but once you start working with the right people, you can see how quickly the tables can turn. You just need to find the right agency to show you how to optimise your online store.

The right SEO or marketing agency will take every detail of your company into consideration before proposing a strategy. As mentioned before, there is no one-size-fits-all solution to gaining online visibility. What works for one company might not work for another business. For example, a soap company can make a humorous video ad that could go viral on the internet to establish their online presence, but that same strategy would not be appropriate for a law firm.

Whatever your product or service is, it is unavoidable to have a number of competitions. Even if you think that what your brand is offering may be the best out there, people would need to know that you exist first before taking any step further. If your product or service is in a competitive market such as mobile, laptops, home theatre and the likes, you may experience some struggles in getting the online recognition that your brand deserves. This can be solved by a good marketing strategy to help you with your online store optimisation.

The challenge of not using any marketing strategy

Even if you have the best products, if people do not know your brand, you will find it hard to find success in running your business. For example, Sydney is a good location to start a business. Sydney has a fast-paced marketplace which can present you with a lot of opportunities. However, trying to break in the market of a busy city means facing a lot of competition. If you do not even have any web presence, then you would get lost in a sea of brands once you throw yourself out there in the city.

You can slowly and steadily make your way into the market by investing in SEO and PPC campaigns. You have to make a strategy before you march to war. As the saying goes, if you fail to plan, you plan to fail.

How to apply the solution?

You have to start with the right foot, and the right thing to do for any entrepreneur or newcomer in the eCommerce industry in Sydney is to be educated. You have to understand the different strategy that you are planning to use to boost your online store’s growth.

If you were not a believer of paid ads, then you better start believing. Once you know how powerful a PPC strategy is, you would understand that this is one of the keys to getting your brand in front of your target market. By using the right ads and the right products, you can start generating new customers almost instantly.

Although PPC can stand alone, it would not hurt to work on your organic search results. This can be achieved by having a comprehensive SEO campaign that would help your website rank well in the search engine rankings. 

PPC and SEO will work hand in hand in generating new leads for your business.

Being educated on how the strategy works will help you trust in the method. If you are going to invest your money in something, you need to make a decision based on what you think is worth your time.

When working on the execution of your marketing strategy, you do not need to go big right away, but if you have the luxury to do so, nobody is going to stop you.

In the case of a limited budget, the practical way to go is to invest most of your investment in PPC, then allocate the rest on building a relevant organic SEO campaign.

The things that you would need to focus on are the following aspects:

  • Building strong backlinks to the company website
  • Shoring up the onsite SEO
  • Developing multiple custom landing pages for the PPC campaigns
  • Finding interesting ways to advertise using PPC

If anything, the most important one is the last item on the list. This is because you have 

to creatively present your brand to your audience so you could attract their attention.

The result that you are aiming for

No matter how big or small your budget is, if you spend it on the right things, then you will be able to get amazing results.

Upon the application of an effective PPC and SEO strategy, you would instantly see a positive change in the traffic flow on your website. You should be able to feel a good percentage of sales increase in the coming months.

Just consistently update your strategy to keep it relevant with the times. You would be able to increase and double the number of leads that your brand will be receiving.

Imagine not only finding success in the eCommerce industry in Sydney but finding success all across Australia or the world!

In-depth tips on increasing online presence

Every business has their own styles, goals and needs. You have to be able to find the right strategy that will suit your brand. This is why there is an emphasis on the importance of learning more about online marketing, PPC and SEO. 

There are a lot of companies that came from not knowing anything about marketing strategies but ended up being lead generating machines once they have wrapped their mind around the idea of it.

You can never go wrong with asking the assistance of online marketing experts, but for you to have an idea where you could get started, here are a few tips.

Tip 1: Do not use Bad Links in your website

You would be needing to use backlinks for your website. Everyone in the online marketing industry knows the importance of backlinks. Links from other websites show that your site has some level of authority. It is like your online store optimisation is supported by another website.

If other websites and other brands trust your content enough to link THEIR traffic to your page, the search engine will see this and respond accordingly. If your website has a lot of good backlinks, expect that your page will rise up in the search engine rankings.

Although you have to be careful. There are good and bad backlinks in the world of Search Engine Optimisation. 

A good backlink comes from a website that has high authority itself. For example, in the technology industry, if your carry technological products in your company, a backlink from a site like CNET or Tech Radar would be a great link for your website.

This is good for your website since CNET and Tech Radar are both established, high ranking websites themselves. Both users and search engines know that these websites are credible.

If there are good backlinks, there are also bad backlinks. These are the kind of linking in which the SEO companies are trying to sell to you. Getting a backlink from a “junk” website would not do you any good.

For instance, you probably have seen an online directory website. These websites have a horrible layout and design. It is obvious that it came from a templated version and that there are many of them. You can already tell that nobody uses it by just looking at how it is designed.

Despite all that, many people still try to build links on these websites. But take note, it cannot be stressed enough that these links will not benefit your website. If anything, this could harm your ranking. You would be lucky if the search engines just ignore them when determining your ranking.

If you are one of the unlucky brands, strict search engines like Google will penalise you for building many bad links. So what does this mean for you?

This means that all your effort in online store optimisation will go to waste. The search engine will completely remove you from the rankings which will force you to clear up your link profile.

This process takes a long time! Some take months and some even take years. The worst part is that you would not be getting any organic search traffic while you are sorting this all out.

The whole point of this tip is to build good links. You can do this by making your website an authority. You should create and post useful content and people will link to it. Creating campaigns that encourage people to link to you in return for a prize.

There are endless of possibilities but stay away from junk links that can damage your website credibility.

Tip 2: Build Multiple Custom Landing Pages

No matter what kind of business, how big or small, a business should have a website. A good design is not a must, but it gives some bonus points. It should at least be easy on the eyes. Your website can be really basic, but make sure that it contains the fundamental information that both existing and potential customers be needing. 

For instance, it can be frustrating for a user who is looking for a place to eat if the restaurants do not have a page for the current menu, opening hours, location and contact information. This can also be true in other industries. Most customers prefer knowing more about a brand before heading out and spend their money on the products or services.

If your products or services do not have a website, chances are high that your potential customer would lose interest.

Creating multiple landing pages for different categories can help you build a more customised SEO strategy for each element. This can help increase your traffic even more.

Tip 3: Make the Call to Action clear and obvious

If you want your audience to read about your product, call you, send you an e-mail, subscribe to your newsletter, etc., you have to make it clear.

Imagine being one of the target audience, you click on a page that seemed interesting to you only to find yourself drowning in content to the point that you are not even sure what you are doing there.

You have to make it easy for your target market. From the moment a visitor lands on your page, they should be able to see CTA right away. They should see what information they need to send and what they get in return.

You also have to keep the CTA clear and concise so your visitor would not need to decipher it first.

Here are some tricks to CTAs:

  • You should not ask for too much information.
  • You should not ask for information that a potential client might not want to share.
  • You should make sure that the CTA offers you some way to contact the client (email or phone number).
  • You have to keep it short. Emphasis on “making it easy for your target market”.
  • You should use the CTA to tell the client what they will get in return.

Now that you have all the information and tips, go forth and be successful through effective online store optimisation.

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