There was once a time when you could build your 90’s looking website from scratch and find some form of moderate success. However, when it comes to building a successful and functioning webpage in 2021, the Internet of nowadays is a whole different beast. From SEO to algorithms, there’s so much more that goes into creating a webpage than just content.
According to WorldWideWebSize, the web contains over 6 billion indexed web pages as of 2020. Out of those 6 billion indexed web pages, you will only scratch the surface by clicking on the first few recommended pages of your Google search. This amount of data and online content we consume is under the scrutiny of the invisible forces of complex algorithms, powerful enough to decide on the success and failure of your website. While we might be too late to tame this AI beast into not destroying us all, there’s still a chance for you to feed it what it wants and get a chance to own your spot under the digital sun.
While Google is now dedicating a decent amount of visibility to paid advertisement, most of what you see is still calibrated technological wonder to make sure you get the answers you’re looking for ASAP. It’s no surprise that the search engine market is so hard to approach. If you’ve tried some of the new players like DuckDuckGo and Qwant, there’s nothing more frustrating than having to spend your time going through unrelated results that have absolutely nothing to do with what you’re searching for.
A good search engine’s primary function is to automatize quality control to guarantee service efficiency, and this is where SEO comes into play.
SEO, short for search engine optimization, is the art of optimizing your online content to please a search engine. Like going on a date with a bot, there are many things you can do to improve your looks and make sure your content is noticed more favorably. Just because you’re a good store with great products, doesn’t mean you shouldn’t put some effort into your SEO.
How to effectively optimize your content for search engines
What do search engines like? Well, many components. Roughly half of the evaluation goes to your online “influence”. Meaning, the number of websites that have some form of an internal link to yours and the number of links you have reciprocally. If websites recommend you, it’s safe to assume that you have trustworthy content. Therefore, it’s important to work on your link building. This component also exists from the user level. The amount of traffic your website gets, its social media popularity, how often your brand is mentioned, the number of time users spend on average on your page and do they ever come back are key in increasing your overall ranking in search engines.
This would roughly account for a bit less than 30%. The percentage that is left goes to content evaluation, keyword research, anchor text, pictures and your website’s speed. If all of this is new to you, we recommend you study SEO in more detail.
Organic traffic is the best traffic
People searching for a product and landing on your page without monetary effort on your part is called organic traffic. If you’re a businessman on a budget, you’ll know that there are no better sales than the one generated not by dollars but by internet savviness. Ads require you to choose keywords and narrow the scope of your potential users. But while effective, this aspect of marketing from a user perspective can feel rather unsettling.
Googling any subject related to your minor body image issues for example might flood you with months of products promising to help you solve your body qualms. Searching for a product or a topic and finding what you were looking for can be the life equivalent of the difference between a pleasant stroll at the store and having the clerk breathing down your neck. When so much of the dropshipper’s energy is spent on social media and advertisement in general, it’s easy to forget that other forms of marketing that brings in users exist. Don’t lose track of SEO.
Google doesn’t forget
In the world of paid advertisement, your ad content is relevant as long as you’re willing to keep paying for it. A popular search result lasts as long as users show interest in it. One of the evaluation aspects of the search engine is the traffic of your page based on the search. This tends to create a “virtuous circle”. The more your page is seen, the more it will appear to people on Google, and the more it appears the more people will see your page and visit it. The effort you put into SEO is time invested in long-lasting results.
If Google thinks you’re good, chances are Google is right
While you may have lost count on the number of times you’ve made fun of your Google voice assistant, we have to recognize that search engine evaluation mechanics are perfected to almost human levels. You might think all those changes are just a way to beat the “machine”, but the fact is that the changes required by SEO logic usually do make your website better.
Speed, content length, textual relevance, technical SEO… All the changes required will improve your website in a way that will please your clients by improving the user experience overall.
Don’t be left out of the buying cycle
Just like a dad that won’t ask for directions even if lost, we are as consumers very often tempted by the prospect of self-expertise. Maybe you saw your neighbour showing off his new drone and you suddenly think to yourself that recording the same sky but better could be a fun time. You could just head to your local electronics store and ask for the vendor’s advice, but you probably won’t. Maybe it’s social introversion or doubting the vendor’s intention or qualification but the fact is that many purchases start with research.
If you dedicate 30 minutes to an hour to search on the subject of drones, read some articles, see some videos, you may actually learn something. Whatever you learn from this experience might shape your perception of the industry for a long time.
Brands, features, reviews… Once you decide to buy, all those things that you’ve found will impact your decision. The path your customer takes via the search engine is what we call the buying cycle, and it is up to you to make sure that at some point your customer goes from product curiosity to buying the product from you.
The fight to stay relevant
If you’re a dropshipper you should know by now the importance of staying up to date. Catching up to new trends is essential in keeping your listing relevant and making sure you’re not missing out on the next best-selling products. A new trending subject or item is a new opportunity to gain visibility. When some keywords might be stuck with recommended content that seems impossible to beat, chasing unexplored ones could give you a long-lasting spot that will make all your competitors jealous. There’s a reason why some websites are prioritized by search engines. When you arrive early, the traffic you get creates a virtuous cycle that will keep your website high on the search engine ranking.
Having to manage your store with this idea in mind will keep you on your toes and push you towards your goals of better content, newer products and relevancy.
SEO is no longer a “when?” question but a “how?” question. Optimizing your website to keep up to date with search engine standards is an absolute must for a successful dropshipper. If you’re new to SEO we strongly recommend that you dive deeper into the subject and start working on improving your store and getting your online business search engine optimized.