Seo strategy

How to build an SEO strategy for 2021

If you are a seller and you sell your wares online, how could you not operate e-commerce today? It’s time to take a fresh look at your search engine optimization strategy. You may need to change your SEO process to drive more customer traffic to your website.

Once you broaden your understanding of SEO, you can improve your search engine rankings. Software tools are available to provide data and alerts on the overall health and success of your website.

Using SEO tools can help uncover areas of opportunity and identify weaknesses or issues that are preventing you from ranking and getting better visibility in search engine results pages, or SERPs. .

that’s how Google displays search results from internet users when they visit your website. SERPs typically include organic search results, paid Google Ads results, knowledge graphs, featured snippets, and video results. In today’s dominating online shopping environment, some traditional marketing methods are becoming obsolete. But the effectiveness of your SEO ranking remains an essential part of your marketing strategy.

SEO for Marketing

Search engine optimization is one of the most profitable marketing strategies you can apply. It becomes a magnet to attract consumers who actively search for your products and services online.

SEO is more important than ever. According to Steve Wiideman, CEO of Wiideman Consulting Group.

“Restaurants, in particular, have survived either by partnering with delivery services such as Doordash, Postmates, Uber Eats, Grubhub, or by developing keyword-rich pages on their websites. The keywords address the offsite searches that customers use to find nearby deliveries, take out, drive-by, curbside, or outdoor restaurants, ”he told E -Commerce Times.

One example is Applebee, which saw a 37% increase in organic visits in 2020 compared to 2019 with an increase of over 167% in online orders. Even with a 23% drop in Google Maps traffic due to a decrease in the number of customers needing directions, online orders from Maps and “3-Pack” map listings in organic results did. increased by more than 27%, he noted.

“Customers have changed their buying habits, some indefinitely. These new online ordering customers have discovered the convenience of ordering online and will likely continue the new routine even after the pandemic is over, ”said Wiideman.

The E-Commerce Times spoke with Steve Wiideman about the essentials of building an SEO strategy for 2021. He is an SEO expert and has worked with brands such as Applebee’s, Public Storage, IHOP, Skechers, Blake Pizza, Technicolor, Bosley, Belkin, Linksys,, FIDM, Essentia Health, and Grand Seiko.

Steve Wiideman, President Wiideman Consulting Group

Wiideman designed and teaches the Online Website Optimization and Strategic Search Engine Marketing Course for California State University at Fullerton and the SEO Tools and Analytics Course at the University of California at San Diego. He’s an assistant professor at the University of California at San Diego, California State University at Fullerton, and Fullerton College – and was recently commissioned to write a manual for a popular online learning service for colleges.

E-Commerce Times: Is the impact of SEO more critical for commerce in general or e-commerce? Why?

Steve Wiideman: Ecommerce is probably the most critical marketing tactic for businesses today for several reasons. It is much easier to track the ROI of marketing efforts when a transaction can be linked to a specific medium, such as research, social media, emails, referrals, or other marketing.

Second, many users save their information or create an account when making a purchase, which allows advertisers to use remarketing strategies, newsletters, and loyalty programs, all of which cut back on more expensive advertising media such as bidding on keywords in the Google search network.

What does successful SEO look like?

Wiideman: Successful SEO is measured using simple key performance indicators, or KPIs. The most important for many advertisers are:

a. Year-on-year and month-on-month growth in income from organic farming b. Year-over-year and year-over-year growth in revenue from cards and 3-pack lists

Other KPIs that different members of the SEO team might monitor are:

a. Percentage improvement in technical issues of the site b. Percentage improvement in mobile page load speeds / times c. Average position of tracked and monitored keywords (often segmented by category or business goals) d. Number of new inbound links obtained through the top funnel / informative content (such as FAQs)

A successful campaign will have initial KPI goals that will be met and exceeded within 12 months. here is a link to a model we use with many of our chain restaurant customers. This template evolved into a Google Data Studio dashboard over time, but remains as relevant today as ever.

How can businesses build an effective SEO strategy for 2021?

Wiideman: Companies can build an effective SEO strategy by devoting one to three months to research and planning, with the following deliverables from a seasoned strategist:

a. SEO technical audit b. Competitive “benchmark” report c. Link audit and strategy d. Thorough keyword research (existing data and competitive information) e. Website taxonomy and information architecture plan (based on keyword research) f. Local SEO and / or e-commerce strategy

Once completed, the research action items are organized into a project management system such as, Basecamp, Jira, or (our favorite) Smartsheets. Tasks are assigned, prioritized, and due dates are added to ensure accountability.

How has the global COVID-19 pandemic affected what and how people search the internet?

Wiideman: The biggest change we’ve seen in user behavior in search engines includes the use of the phrases “nearby” and “online”. With fewer shoppers coming out to buy, online shopping is more important than ever. Having a mobile shopping experience designed to require a visitor’s thumb throughout the experience with no keyboard required is how businesses maximize sales visit (conversion) rates.

As mentioned earlier, for the restaurant industry, dealing with keywords while enhancing content can keep the kitchen lights on.

How Can Online Merchants Avoid SEO Scams?

Wiideman: Today, SEO is starting to become more transparent. Business owners don’t fall for “we can rank you # 1 on Google” spam calls as often. Instead, they go to bed late to educate themselves as part of their survival strategy.

This is why we created our SEO Masterclass to equip business owners with the education and training they need to handle SEO internally and avoid being exploited by nifty cold calls.