Search Engine Marketing Strategy. Barcamp Barcelona

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Continuing with the posts about the e-Commerce event, Barcamp, held last week, today I mention the debate about the Search Engine Marketing Strategy (if you missed Monday's post, here is the link: Technologies for Online Stores ).

Those who answered questions and resolved doubts were:

Isabel Salazar , from Google Spain; Jordi Oller , CEO of Hostienda; Albert Mora , from Canal IP and Gerard Caula , from Conzentra

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In response to one of the first data indicating that 75% of gambling data russia the traffic registered by stores comes from SEO (Search Engine Optimization), Isabel commented that there is a certain obsession with SEO, and that it must be taken into account that the data provided by, for example, Google Analytics, is not 100% representative and exact, but rather indicates global trends and contexts. This positioning technique should be combined with SEM (Search Engine Marketing, for which you pay, of course).

Searching using the long tail (using the words necessary to indicate distinctive characteristics of a product or service or transactional keywords (words that do not precisely describe the product or service but do describe the actions, times, places, etc. related to them) or minimizing the bounce rate) are variables to take into account when building the SEO strategy. The results of good actions and follow-up are generally long-term (4-6 months) for SEO and short-term for SEM.

In addition to positioning, it is necessary to take care of the online reputation and not generate duplicate content , as well as to take into account that the URL is friendly, the page loading time, the information architecture and strategy and the keywords for which the page wants to be positioned. Regarding the latter and the writing of advertising campaigns on Google, Isabel Salazar offered several tips:

– That the title of the ad contains keywords

– Let the first line highlight the differential value

– That the second line contains another value that works as a filter and does not attract the public that is not the desired target.

Domains and their hosting, as well as languages ​​and the structure of a subdomain for each product were also discussed. It would be ideal to have a domain in each language, but the costs can be high. On the other hand, if all the products are concentrated on a single page, this favors internal link building, although apparently Google does not value this practice positively. The fact that each product or product page is subjected to a treatment similar to a landing page in terms of positioning was considered positive, as this already favors SEO friendliness.

Regarding search engines, it was pointed out several times that Google is not the only one, although it dominates the Spanish market. Therefore, and totally related to the target of the online store, it is necessary to take into account others such as Baidu (60% of the market share in China), Shopzilla or Metacrowler.