In 2020, there’s more competition than ever for e-commerce stores online. The rise of sites like Shopify and WooCommerce and the ease of dropshipping have made it easier than ever to create an online store. Below, we explore some of the ways to drive revenue with your e-commerce store in 2020.


Essential SEO tactics for e-commerce stores

SEO is one of the golden grails of e-commerce traffic acquisition. Get your SEO strategy right, and you’ll benefit from free, recurring traffic to your online store.

When planning your SEO strategy, always start with keyword research. This will show you which keywords people are using to find your products, and will show you which keywords have high competition – which will be much harder to rank for. Your keyword research will also help you to plan or make changes to your site architecture, making the user journey simpler, further enhancing your organic ranking, and will stop you wasting time on extremely competitive keywords.


Google Search and Google Shopping for e-commerce stores

If you own an e-commerce store, you should be maximising your online marketing efforts by using Google Search and Google Shopping (both available on Google Ads). Get your store to the top of the Google Search Engine results page (SERP) for generic search queries such as “cat toys”, “women’s clothes” or “band tees” using Google Ads.

Use Google Shopping to maximise your clicks with product imagery for those searches with more intent – “blue women’s padded coat”, “cat scratching post” or “Foo Fighters band tee”.

Check out our guide to Google Shopping in 2020 – all you need to get started is to link your store (products, inventory and pricing) to Google, optimise your product titles and you’ll start showing product ads directly from your shop!


Utilising your e-commerce data

As an online store, you will have a wealth of data from your previous customers. This is your own personal goldmine, and you can use it to inform many of your marketing decisions.

Does your store sell items for dog lovers? That’s great! Work out which demographics are more likely to convert on your website, and spend more on marketing to these people. For example, if your high-converting demographic is 25-34 year old women, be sure to market on the platforms that demographic uses. Use Google Ads and bid adjustments to pay more and/or to actively outbid your competitors when your perfect customer is searching for your products.

Do more of your dog loving demographic shop from central London, or are they more likely to be in rural areas? Use location targeting to show your ads to these people!

Arguably one of the best uses of customer and site visitor behaviour is remarketing. If a visitor comes to your website and leaves without converting, you can use their cookies (their unique data) to show them ads for your product on Facebook, and/or across the Google Display network. That means that the next few times they use the internet, or watch a video on YouTube, they will see ads or a video for your product. So, not only have you found your dream customer with your initial marketing messaging, you also have a follow-up message to encourage them to return and convert on your website!


Need a hand getting your e-commerce store off the ground? Here at Verkeer, SEO, PPC & Media Advertising are our brand and butter, with a team of experts for each. Get in touch today for a natter with our team of digital experts.

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