We’ve seen over the years countless eCommerces businesses just miss the mark when it comes to connecting their supply of products with their ideal pool of online shoppers. The number one reason that this keeps happening is because of a technical misalignment of what is actually offered on their pages/categories and the search intent it can satisfy. This misalignment causes the demand and supply to disconnect, leaving your ideal customer finding your competitor over you.
This article will take you step by step through the strenuous process of creating an accurate framework for executing the right strategy to connect to your ideal customer and have them land on a page that satisfies their search intent.
It’s about creating a strong bridge for the shopper’s who are continually searching for your products online, to then travel to your website to find and ultimately purchase your products. Ensuring this bridge has been built with complete alignment to your target market and is created through technical implementation; including structuring the information & site architecture to best practice.
Once your ‘technical bridge’ is accurately implemented, your website will be structured to attract the correct customer to improve conversion rates. Important to mention that this strategy not only positively affects the organic search channel, but you will also see a domino effect to your other digital channels. The shoppers that you want to land on your website should be the most relevant to the product range you offer. Chasing search volume and visitors increase only and not focusing on converting traffic will decrease the site quality and harm your brand long term.
Before creating this bridge between demand and supply, you must first associate the specific buying intent and phrases an ideal consumer would use when searching for your products. This is important, as identifying this will create a clear picture of your ideal customer profile and their search habits.
By completing the below steps you’ll connect the website supply of products to the ideal consumers;
1. Research your product offering and all the different variations which your customers can search with and your product offering can satisfy.
Each customer searches quite uniquely to themselves by make, model, variant etc…by understanding this you will be able to satisfy the customer with the products you offer.
2. Implement this research as the framework for the category hierarchy, to establish a tree of relevance. This research should be implemented in the information architecture across the site.
You must consider the targeting through the information architecture elements such as; URL, Page Titles, H1 and Content. Aligning with the research conducted will ensure you’ve implemented the ideal framework for the customers searching online for the products you offer.
While creating the information architecture consider creating unique search intent nodes.
3. Support the research and implementation through the branding exercises that target the most lucrative and relevant segment found in the research. Reinforce this through digital and traditional strategies.
Communicate to Google which segment of consumers you wish to attract, this includes creating branded search, create content and reach out to other sites to link back to a relevant page on your site. Target the phrases found in the research in both exercises to adequately support the strategy.
Exemplified below is a website that has not implemented the correct framework through the implementation of research. Depicting a product range offering of “Casual Outdoor Boots” the information architecture elements targeting is only “Casual”.
This results in a disconnect between the search intent that this page can satisfy and the keyword being targeted on the page.This results either no traction or irrelevant traffic that doesn’t convert.
As depicted below the understanding and relevance for “Casual” is completely misaligned.
The bridge that needs to be created is “Casual Outdoor Boots” as depicted below. This ensures relevancy throughout the website and ideal consumers to engage with your product range offering. As they will be satisfied by the category pages product offering.
To recap, it is vital that you create the right connection that fills the divide between the search intent and the product offering and which consumer it will satisfy. This is just part of the fundamentals of SEO and is the foundation for a successful campaign.
Bypassing the technical onsite element will result in wasted marketing budgets, lost market share and most importantly revenue stagnation or down turn.
Focus on improving your online asset as this should be viewed as another point of investment just like your employees. The same way you would mentor and upskill your employees, the online store should receive the same investment as they are now the main point of contact between your business and your customers.
The ideal scenario is a single visit, single click and single purchase. Not a 1,000 visitors and only one purchase.