The Internet has revolutionized how people buy goods and services, offering a new channel for sales beyond brick-and-mortar locations. The immense growth of e-commerce has provided many entrepreneurs with the chance to start businesses online, and the online world has proven to be full of opportunities many are looking to leverage. Six in ten small and medium-sized enterprises (SMEs) in the United States prioritize e-commerce and digital services, and 41% are looking to invest in their online presence, e-commerce sales channel, and website. However, with the number of businesses dominating the online landscape and search engines like Google, it can be harder for SMEs to get the visibility they need to attract customers. However, SMEs can “hack” the Google SEO algorithm in various ways to boost search engine rankings and keep people clicking and shopping, even with larger corporations as competition. Here’s how you can leverage Google’s SEO algorithm as an online SME:

Aim for a High Google Quality Score

Google aims to provide an optimal user experience, which they do by giving an advantage to advertisers with the most relevant and highest quality ads. It evaluates ads, keywords, and landing pages and gives a quality score based on numerous factors relating to user experience. Ayima’s insights on Google’s quality score highlight that each new keyword in your Google Ads account starts off with a score of six. Every time a search triggers your ad, the value is updated based on the expected click-through rate, ad relevance, and the landing page experience. 

If your ads get a lot of clicks and direct users to a relevant and usable landing page, your quality score increases. The higher your quality score, the cheaper your clicks are. Tailoring your ad copies, choosing highly relevant landing pages, and optimizing constantly can help you rank higher on Google and get your SME more clicks for cheaper. 

Pay Attention To UX Design and Content

As an online SME, your website is crucial for driving business and drawing in consumers. It’s where people can learn about your offerings, purchase goods and services, and get an idea of your brand and business identity. However, if your website takes ages to load, is difficult to navigate, and lacks engaging content, potential customers will likely click away. Creating a positive user experience (UX) and focusing on fresh content increases your chances of keeping customers engaged and boosts your search engine rankings. 

A write-up from Forbes on UX design and fresh content notes that the former ensures that users can easily navigate and access your website, while fresh content provides value and helps them stay on your page for longer. Fast loading speeds, optimized mobile layouts, and simple website navigation can offer a headache-free experience. Beyond keywords and links, useful, informative, and updated content also helps you rank higher on Google if many are staying on your page for longer, deeming your content relevant. By making your e-commerce website a pleasure to visit, you can drive more organic traffic and increase online sales. 

Appeal To Your Audience

Optimizing for SEO can help your online SME rank higher on Google, but focusing too heavily on keywords and links can create distance between you and your audience. Balancing out SEO optimization with audience appeal can help you keep users on your e-commerce website for longer and keep pace with competitors. Our “Digital Marketing in the High Season” post emphasizes the need for clear and direct messaging and marketing to individuals to whom you provide your products or services, a strategy used during occasions like holidays to drive more clicks and sales. However, you can still apply this to your usual SEO strategy; creating straightforward yet intriguing copies and content can help you retain loyal customers and your target audience, who will likely click through your site. 

Knowing your consumer base’s preferences and behavior can make it easier for you to target ads and content to people who will benefit from your offerings the most. Not only will a people-centered approach to SEO boost traffic to your online SME website, but Google can also give you an advantage over other competitors thanks to relevancy and engagement.

About the author