TJ Welsh is a guest contributor to Dsco’s blog. Currently, he’s the VP of Marketing at Stryde, an ecommerce digital marketing agency. He has over 12 years of digital marketing experience and has worked with numerous enterprise level businesses to generate more revenue through online SEO strategy and execution. He writes for Forbes, Shopify and numerous other industry publications. You can follow TJ on LinkedIn.
In the world of SEO things are always changing as Google adjusts its algorithm based on click data, site speed, links, location, personalized results, and numerous other factors. The major events in 2020 have only quickened the need for organizations to be agile in their marketing strategies and focus more of their budgets toward organic while relying less on paid media channels to grow.
How online shopping HAS shifted in 2020
Major brands announced store closings in 2020 and some estimate that 20,000+ stores will close by the end of the year. The shutting of physical retail stores will have an even greater impact on ecommerce than the massive 9,800 stores that closed in 2019.
The life-altering events in 2020 have dramatically changed shopping behaviors. U.S. retailers’ online year-over-year revenue growth increased approximately 68% as of mid-April, this surpasses the peak of 49% seen in January.
There is still uncertainty around how Covid could impact the economy going into 2021. A second wave is already hitting the USA during flu season and this could have major impacts on peak season retail sales. Some estimate that U.S. sales could drop by 6.5% in 2020 and store closings could continue at a high rate for the next few years.
With all that is going on, buying habits will be in constant fluctuation as will marketing spend moving into the highest spending season of the year.
Don’t forget SEO Optimization when making the move from selling offline to online
As retailers figure out how they plan to move the business forward there are major things to consider. In a recent retail survey, retailers shared their reactions to how they plan to make the shift from selling offline to online:
- 23% plan to hire or shift resources to ecommerce
- 77% plan to change marketing campaigns
- 42% plan to relax their current return policies
- 28% laid off employees
- 42% plan to pause in-store pickups and return availability
One tactic, however, that retailers need to pay more attention to is SEO optimization.
On average Google processes over 40,000 search queries each second, and approximately 3.5 billion searches per day. Optimizing your website to rank high on search engine result pages and frequently for target keywords can drive significant results for your enterprise for years to come.
If you plan to adjust your online selling strategy, your enterprise needs to take advantage of Organic Search as a major channel that has the potential to drive immediate traffic and revenue.
In the next two posts I will share three enterprise SEO tips for winning organic traffic as well as various tactics for site optimization.