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ECommerce: Is investing in SEO wasting your marketing budget?

Lisagwynhoward 03-13-16

ECommerce: Is investing in SEO wasting your marketing budget?

Lyndsey 03-14-16
 

Re: ECommerce: Is investing in SEO wasting your marketing budget?

Hi Lisa,

Each company and team has different goals, so investing in SEO may prove more beneficial to them.

Here's some documentation from our blog on SEM, as well as a great piece on why A/B testing should always be part of the solution:

https://blog.optimizely.com/2014/03/04/why-youre-crazy-to-spend-on-sem-but-not-ab-testing/
https://www.optimizely.com/optimization-glossary/search-engine-marketing/
Thanks,
Lyndsey
Technical Support Engineer
Optimizely
Optimizely
MartijnSch 03-15-16
 

Re: ECommerce: Is investing in SEO wasting your marketing budget?

Hi,

Short-term maybe, because SEO is usually a long term investment to make sure you grow your traffic over a 3+ months period. But besides that I don't think there is any waste in investing money for SEO. At some point traffic is even more important than the conversion rate in order to scale this. But not sure what kind of an answer you're looking for.

Hope this helps!
MJBeisch 04-20-16
 

Re: ECommerce: Is investing in SEO wasting your marketing budget?

CRO and SEO go hand in hand. They're like opposite sides of the same coin. SEO generates more inbound traffic, and then CRO improves how that traffic flows through your site. They're very much complimentary investments. SEO widens the top of the funnel, CRO widens the bottom. The potential ROI of any CRO investment is directly dependent on how much traffic a site gets. It's simple proportional math; a 10% boost off 500,000 visitors is going to be bigger than a 10% boost off 50,000. Both need to be seen as long-term investments that are integral to an e-commerce sites growth cycle.
Matt Beischel - E-Commerce Optimization Specialist CohereOne

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