Core Priorities in Strengthening your eCommerce Website

Core Priorities in Strengthening your eCommerce Website

Core Priorities in Strengthening your eCommerce Website

I had the pleasure with talking to tED Magazine about the challenges and opportunities in B2B ecommerce. Here’s an excerpt from that article:

As business-to-business (B2B) e-commerce grows, the need for effective SEO has become that much more important. After all, there are just 12 ranked sites on the first page of any Google Search, and the average web user doesn’t even go past the first five listings on a search engine results page (SERP). The good news is that by building backlinks (an incoming hyperlink from one web page to another website), creating and posting videos and other content that keeps customers engaged, writing blog posts and “how to” articles, and making myriad other tweaks to their sites, electrical distributors can better position their e-commerce sites on search engines. The bad news is that most aren’t doing it. “You really can tell when a company has invested in its digital properties and in SEO strategies,” says Justin King, co-founder of the DigitalBranch, and Senior Partner at B2X Partners. “Your customers don’t understand, don’t know, and/or have forgotten what you sell even though you may have told them last week,” King says. “So, they go to Google, they see the link to your site, know that they already have a relationship and contract with you, and click on it because they know that you’re a trusted, reliable source.” For this reason, King says SEO is just as vital to the B2B segment as it is to B2C. “The average B2B researcher does 12 searches before doing a branded search on a specific website, versus four for B2C,” he says. “That’s why SEO is just as important for existing customers as it is for customer acquisition… Quite honestly, SEO is really nothing more than what Google values as a good customer experience,” says King. “Start with focusing on an experience that is highly relevant, engaging and provides your customers with the information they need and you’re on a path to driving good Google results.”

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