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E-merchandising as the part of the local SEO strategy

6 minutes of reading
E-merchandising as the part of the local SEO strategy
Category SEO

First of all, what does e-merchandising mean? We can define it as the process of improving your local SEO through digital marketing efforts targeted on building your online brand, attracting new customers and supporting inbound marketing strategy. In this article we will cover such topics as importance of e-merchandising as part of the local SEO strategy. What does it mean and how to deal with it in order to make your work more efficient? Let’s find out!


Local SEO basics

Local optimization strategy is all about optimizing your website for search engines to show up in a local area. It’s important because you want people who are looking for what you have to offer in your area, not all over the world. This is typically done through keywords and content. You also want to make sure that Google knows that you are near them so they can serve ads relevant to their location. One way to do this is by including your address on your site or in the meta data.

What is merchandising?

Merchandising is a term that refers to the placement, display and organization of products in a store. It’s about making sure that customers can find what they’re looking for quickly and easily. Merchandisers are typically responsible for buying inventory, preparing displays, organizing product displays and negotiating discounts with vendors or suppliers. When merchandisers work together with salespeople and managers, they can create an environment where customers will want to come back again and again.

Main goals

  • Increasing the level of turnover.
  • Sale of excess stocks of goods.
  • Introducing new products to the market.
  • Increasing the value of orders.
  • Increasing the frequency of customer visits.
  • Creating the image of the store.

And how does it look in the digital world?

E-merchandising is the ability to drive purchasing motivation and direct the customer’s attention to make as many purchases as possible while maintaining a high-quality experience. Goal: maximizing sales. However, this is a difficult task, because we do not operate with traditional senses, which is why good visibility, organization and personalization are the most important here. The storefront is changed into the home page, signs for logos, the sales room is transformed into content architecture and UX navigation, shelves are transformed into product pages and advertising banners. A new world of shopping experiences welcomes you.

Why do you need it?

If you want to be on top of your game, it’s not enough to just have a brick and mortar store. You need an e-merchandising strategy for your local business too. The internet is a growing number of people are shopping online, so it’s important that you provide them with a way to find and buy what they’re looking for. Your website will become the foundation of your new e-campaign. It should contain all the information customers would need to make a purchase decision. A good SEO strategy will help potential customers find your site by using popular keywords relevant to your products or services.

You need to take care of solid foundations

Traffic control

The e-marketing techniques can help you to control the traffic and provide better customer experience. These techniques are also necessary for local search engine optimization because it is a great way to attract customers from a specific location. E-marketing technique includes online marketing, interactive marketing, mobile marketing, content marketing and social media marketing.

Introducing a new product to the market

Coming soon landing pages are a great way to build anticipation for a product that is about to be launched. The page can act as an effective teaser for a new product, and it can give customers an opportunity to sign up for updates when the product is available. The first step in launching a coming soon landing page campaign is to come up with the idea for your product. Here’s e-marchendising comes in.

Intuitive shopping path

An intuitive shopping path is a vital component to an online store’s success. Providing an experience that is similar to an in-store shopping experience will have a positive effect on conversion rates. This is why it’s important to invest in the design process of your site, and take steps to improve user navigation. One way you can do this is by using breadcrumbs or accordions on your pages, which allow users to scroll through content with ease and find what they are looking for quickly.

Virtual store shelving

As retailers are increasingly competing with online ecommerce, it is important to have a strong customer experience. One way to do this is by leveraging virtual store shelving. In this form of merchandising, information about the product and its availability is displayed on a tablet or another device at different points throughout the store. This can be used to entice shoppers with products they may not have considered or sold out items. It also allows retailers to manage inventory more effectively and reduce instances where stores run out of popular items.

Integrating social media in your strategy

The use of social media in your e-merchandising strategy is key to keeping customers engaged and informed. You can use Facebook, Twitter, Instagram, YouTube, etc., to both increase brand awareness and keep customers happy with your products.

Loyalty program

In order to keep your customers coming back for more, you need to develop a loyalty program. This will allow them to earn points and redeem them for rewards with your company. There are many different types of programs, so make sure you do some research before getting started. The best way is to find one that works well with your business model and marketing strategy. Loyalty programs can be in store or online – either way, they’ll help turn prospects into loyal customers!

Last thoughts

The local e-commerce market is huge, and it’s only getting bigger. Whether you’re a small business owner or a national brand looking to capture more local customers, incorporating e-merchandising into your online strategy can help you stand out from the competition and improve your search engine rankings at the same time. Use these tips to get started.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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