SEO the Secret Weapon in the E-Commerce Wars - page 3

by Dylan Downhill, 1/16/2006

The Results

Natural optimization for an E-Commerce site can have a truly profound impact on the performance of the website and profitability of the business.

A major supplier of car and truck accessories reduced PPC increased visitors, and profits while reducing their PPC ad spending by $6000 per month. They achieved these results in less than three months by applying web and eCommerce analytics to an existing paid placement campaign, and then applying what they learned from the analytics in their e-commerce search engine optimization strategy. After 6 months their PPC sourced revenue and their organic sourced revenue were equal and their overall advertising spend was decreased by 30%.

A distributor of rugs and carpets, who had previously worked with two other "regular" SEO firms with only minimal success, implemented these e-commerce optimization techniques, and increased revenues 200% -- after only three months!

Conclusion

As PPC ad prices continue to rise, savvy online retailers E-Commerce site owners providers need to take a fresh look at how much true success they actually gain from their PPC campaigns, and evaluate (or re-evaluate) possible gains from integrating organic search optimization, too.

Optimizing an E-commerce website is different than optimizing a content-only site. While there are many SEO consulting firms all over the world who can work wonders with regular sites, there are only a few SEO practitioners who have expertise in e-Commerce optimization. Be aware of the difference when selecting a firm to work on your e-commerce site.

Taking steps now to optimize your E-commerce correctly for natural search engine rankings can increase your profits, and help you gain a competitive advantage over most online retailers who are still using only PPC campaigns.

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About the author

Dylan Downhill is the CIO and Technical Director and James Peggie is the Director of Marketing for Elixir Systems - a search marketing agency located in Scottsdale, Arizona. www.elixirsystems.com

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