Relationship between ecommerce SEO and SEM

Relationship between ecommerce SEO and SEM: -

Each brand's needs are different and require a unique combination of SEO, SEM, and e-commerce.

Marketers evaluate a brand's goals and capabilities to determine.

To understand the relationship of these channels within the search function, consider a dodgeball (SEO), kickball (SEM), and tetherball (e-commerce) game tournament.

All games are played on the same playing field (search engine results page, SERP) with the same type of ball (platforms) but different rules, playability, player positions, strategic play, variables and goals to win .

Some players (advertisers) spend everything to play a single game.

Athletes (performance marketers) who play a combination of those games and master common skill sets (data storytelling, business impact understanding, influential communication skills, continuous learning, enthusiasm to try, embrace rapid change ) rule the playing field.

The SERP is full of looks and listings of all kinds that fall into these three channels to make up the search marketing function. There are three key benefits of a comprehensive search strategy:

At the same time, they take up more space in the SERP for the brand to own and cut out the competition.

Combination brands can get maximum visibility.

The search engine generally doesn't know if interacting with ecommerce, paid, or organic listings, and the right combination can mean that there for the customer when, where, and how they personally prefer to interact with the brand.

No matter how chaotic the road to conversion may be today, a consolidated search strategy will cover the entire funnel foundations and ensure that reach the customer in a personalized, effective, and efficient way.

Advertisers, brands, categories, verticals, and seasonality come into play when determining the right mix of SEO, SEM, and ecommerce efforts for the specific brand. It is definitely not a one size fits all.

Here's the what, why, and when breakdown to guide brands as they develop their unique search mix.

Search engine marketing or paid search or SEM or PPC.

SEM is paid advertising triggered by keyword searches.

There is a real-time blind auction (a combination of bid, quality, relevance) every time a keyword is searched to rank in the SERP with the other advertisers competing in that same auction.

SEM provides messaging and targeting control that serves on top of SERP.

Marketers use SEM when they need immediate insight, traffic, and results.

The need for controlled promotional messages and activity measurement is based on tangible dollars.

Knowing the behavior of the customers acts as a behavioral learning engine.

To best use SEM, marketers must have a budget to spend on paid digital media.

SEO or organic search or location listing management.

SEO provides listings based on search terms relevant to the SERP.

This can be in the form of knowledge charts, SEO listings, map listings, social media, ratings / reviews, and more.

Additional SEO areas include app search optimization, location list management, content mapping, free shopping lists, web development, and more.

SEO is the fundamental and fundamental infrastructure of online brand DNA.

Even the most beautiful mansion (paid advertising) collapses under a weak foundation.

The internet shares everything organically, so might not even realize what's around the brand without a solid SEO strategy and consistent smart, mindful messaging.

Every brand that has a website must have some involvement in SEO and work within organic listings to achieve the company's brand guidelines and goals.

Marketers must regularly update and optimize the location lists for those brick-and-mortar businesses.

This is an ongoing process, but it usually begins with an assessment or evaluation of opportunities.

E-commerce, shopping ads (formerly product listing ads)

E-commerce is the broad term for online retail, including paid and unpaid aspects that work together.

This ranges from shopping ads on search engines and open marketplaces like Amazon / Walmart to integrations like Shopify.

Automation and machine learning are key to e-commerce success.

E-commerce is vital to drive online sales effectively, efficiently and maximize the impact on bottom line.

If sell products online, the entry point is search engine shopping ads. 

From there, it depends on the merchants, the supply chain, and the markets in which the products are sold.

Each brand's needs will be different and will require a unique combination of SEO, SEM, and e-commerce. Marketers will need to assess brand goals and capabilities to determine what programs are needed, how they will help achieve goals, and what data is required to achieve goals.

Brands will have similar goals when implementing SEO, SEM, and eCommerce, such as establishing a SERP presence, but there is ample opportunity for creativity within these platforms to achieve a brand's unique goals. 

It is important for marketers to stay focused on these goals throughout the campaign, but also be agile as the industry changes and reallocate funds to different platforms if the desired results are not achieved. 

Tracking results in real time will help marketers refocus their strategies quickly to ensure goals are met.

Now that we know the relationship, the use cases, and the benefits, let's look at some questions can ask to help determine the next steps to take the search program to the next level.

By considering channels holistically, marketers must implement strategic planning with an agile approach to fine-tune results, which will drive excellence in their overall marketing program. 

While they each perform different functions and provide different benefits to advertisers, these channels should never be pitted against each other, compared on a 1: 1 basis, or replace the other's role in the marketing mix. 

Instead, they should be seen as complementary to each other and critical to success.