Especialista apresenta técnicas para aumentar o tráfego orgânico e as vendas em lojas virtuais

E-commerce continues to grow, driven by the expansion of social networks and changes in consumer habits. Projections indicate continued growth in the coming years. According to a survey by Neotrust, the e-commerce market in Brazil has registered an increase of more than 50% in 2023 compared to the pre-pandemic period, reflecting the global trend of digitization of consumption.

For digital entrepreneurs, standing out in the competition for visibility in search engines is essential to attract and convert new customers. Therefore, investing in advanced SEO (Search Engine Optimization) techniques is essential not only to generate organic traffic, but also to increase online sales.

Optimize product pages

According to Humberto de Mello, CEO of M.SEO, agency specialized in digital marketing, optimizing product pages is essential to attract and retain customers in the current online market. “Each element, from detailed product descriptions to high quality images, should be designed to inform and persuade the consumer in the purchase decision. This includes titles, descriptions, URLs and image tags,” he says.

The specialist recommends the use of long-tail keywords, that is, phrases that, in addition to the name of the product, include other relevant attributes. “Specific and very detailed descriptions significantly increase the relevance of search results, improving the chances of conversion”, he explains.

Improve your website speed

Website speed is a determining factor for user retention and brand visibility in search engines. “Sites that load quickly improve the user experience and are favored by search engine algorithms,” Mello explains.

Image optimization, file compression and efficient use of CDN (content delivery network) are some of the recommended strategies to improve loading speed and, consequently, performance in search rankings.

Adapt to the user experience

To ensure a consistent and intuitive experience, online stores must prioritize responsive design as part of their SEO strategy and user experience. This means that websites must be functional and readable on any device, whether by computer, cell phone or tablet.

With the increase in online shopping via smartphones, responsiveness is essential. This improves customer satisfaction, who can access the store from different devices. “When a website automatically adapts to mobile without compromising the browsing time, the readability of the texts and the usability, the rejection rate drops and the conversion rate increases”, says Mello.

Create relevant and valuable content

In addition to the technical aspects, creating relevant content is crucial to engaging and maintaining consumers before and after purchase. Informational blogs, videos, infographics and purchase guides are important to establishing brand authority and increasing consumer involvement.

The texts should be directed to the target audience, considering both SEO techniques and content marketing. “By responding to the questions and needs of the public through content, sites improve their position in search engines and build long-term customer relationships,” says Mello.

Use analytical tools

Strategic monitoring is another key factor for optimizing SEO campaigns. Analytical tools, such as Google Analytics and Search Console, are critical to the success of SEO strategies. “Metrics such as organic traffic, user behavior and conversion rates, in addition to A/B tests, offer valuable insights to adjust and improve the strategy used”, explains the expert.

Adapting techniques based on concrete data maximizes the return on investment and drives brand success, especially in a competitive environment like e-commerce. “By performing strategic analyzes and adopting advanced optimization techniques, adjusting to changes in consumer behavior and search algorithms, the brand is strengthened and builds its relevance in the market”, concludes the CEO.