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E-commerce SEO: do planejamento à conversão [Search Masters Brasil]

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Palestra no evento Search Masters Brasil, explicando todo o planejamento que uma loja virtual deve fazer a respeito de otimização para mecanismos de busca (SEO), bem como os desafios inerentes ao mercado de e-commerce brasileiro, que conta com um grande crescimento, ao mesmo tempo em que traz grandes desafios.

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E-commerce SEO: do planejamento à conversão [Search Masters Brasil]

  1. 1. Marketing de Conversões é a solução para aumentar o número de clientes E-commerce SEO do planejamento à conversão por Diego Ivo, CEO da Conversion
  2. 2. E-commerce SEO | do planejamento à conversão Quanto vale o tráfego de SEO? Oportunidades & Desafios do e-commerce brasileiro
  3. 3. E-commerce SEO | do planejamento à conversão
  4. 4. E-commerce SEO | do planejamento à conversão
  5. 5. E-commerce SEO | do planejamento à conversão
  6. 6. E-commerce SEO | do planejamento à conversão 3% na plataforma 50% fornecedor50% 9,5% adiantamento 12x sem juros 10% impostos 47% 37,5% 27,5% 17,5% 10% custos operacionais 3% na plataforma 9,5% adiantamento 12x sem juros 10% impostos 10% custos operacionais 17,5% para marketing e lucros
  7. 7. E-commerce SEO | do planejamento à conversão Cálculo Simples de ROI (Google Analytics) Objetivo: adquirir novos clientes Último Clique (Google Analytics e sem ‘branded keywords’) ROI = Receita / Custo Ex.: ROI 5 = R$100 (receita) / R$20 (custo) Representa custo de 20% do faturado pela mídia
  8. 8. E-commerce SEO | do planejamento à conversão ROI Médio de AdWords chega a 5 (GA) Para cada real investido, e-commerce fatura cinco reais. Esse número representa 20% da receita gerada. (2,5%) 17,5% - 20% =
  9. 9. E-commerce SEO | do planejamento à conversão Você sabe qual o ROI de SEO?
  10. 10. E-commerce SEO | do planejamento à conversão Com SEO é possível tornar o e-commerce lucrativo 12,2% 17,5% (margem) - 5,26% (SEO com ROI 19)
  11. 11. Marketing de Conversões é a solução para aumentar o número de clientes Planejamento de SEO
  12. 12. E-commerce SEO | do planejamento à conversão Trabalhando com uma metodologia
  13. 13. E-commerce SEO | do planejamento à conversão Planejamento em números de cada Ciclo 6 meses 60 landing pages 1.00 0palavras
  14. 14. E-commerce SEO | do planejamento à conversão Projetando os resultados Volume de buscas: 1 milhão Posiç ão mé dia em 12 meses: 5a. (3% de cliques) (a) x (b) x (c) = R$630.000,00 Tráfego de head tail: 30 mil visitas (20%) Tráfego de long tail: 150 mil visitas (80%) Total de tráfego (a): 180 mil visitas Taxa de Conversão do Site (b): 1% Ticket Mé dio (b): R$350 (ticket médio e-commerce brasileiro. fonte:e-bit)
  15. 15. Marketing de Conversões é a solução para aumentar o número de clientes Arquietura da Informação
  16. 16. E-commerce SEO | do planejamento à conversão Escolher um campo semântico e palavras Celular e Celulares (head tail) iPhone Smartpho ne Galaxy Celular LG Celular barato Celular Nokia Celular Android Motorola Celular Vivo Zte Modem 3G Celular Sony Motorola Razr Maxx etc. Long tail relacionada a celulares 2 180 >900
  17. 17. E-commerce SEO | do planejamento à conversão Arquitetura da Informação focada em keywords Home Categoria 1 Subcategoria Subcategoria Produto Categoria 2 Produto Produto Produto
  18. 18. E-commerce SEO | do planejamento à conversão Utilize Breadcrumbs!
  19. 19. Marketing de Conversões é a solução para aumentar o número de clientes SEO Landing Pages
  20. 20. E-commerce SEO | do planejamento à conversão Itens mais importantes <title> 1 palavra principal e + até duas palavras <img> Deve ter boas imagens otimizadas e indexáveis <p> Texto de apoio ~200 palavras Usabilidade Aumente a sua taxa de conversão
  21. 21. Marketing de Conversões é a solução para aumentar o número de clientes Conteúdo
  22. 22. E-commerce SEO | do planejamento à conversão Não vale qualquer conteúdo > Trabalhar com Guideline de Conteúdo > Esqueleto de SEO > Texto que transmita sentimento, conceito e ajude a converter
  23. 23. Marketing de Conversões é a solução para aumentar o número de clientes On-Page
  24. 24. E-commerce SEO | do planejamento à conversão Tenha o código mais moderno Mobile Sites
  25. 25. E-commerce SEO | do planejamento à conversão Grande desafio é implementação > Faça todas as documentação de forma clara para TI do cliente. > Mantenha bom relacionamento.
  26. 26. Marketing de Conversões é a solução para aumentar o número de clientes Autoridade e Reputação
  27. 27. E-commerce SEO | do planejamento à conversão Força da Marca > Só é possível otimizar um site que já seja bom. > Marcas muito consultadas, independente do PageRank, têm mais chances de ficarem bem posicionadas. > Taxa de conversão é maior.
  28. 28. E-commerce SEO | do planejamento à conversão Link Building > No segmento de e-commerce, boa parte dos blogs quer dinheiro. > Guest Blog ainda funciona. > Consiga links de seus fornecedores!
  29. 29. E-commerce SEO | do planejamento à conversão Sinais Sociais > Ter fan page movimentada > Ter produtos compartilhados > Ter boa reputação no ReclameAqui e similares (aumenta taxa de conversão)
  30. 30. Marketing de Conversões é a solução para aumentar o número de clientes Gestão de Projeto e Pessoas
  31. 31. E-commerce SEO | do planejamento à conversão Estrutura de Equipe Gerente Redatores Link Builder TI do Cliente Web Analytics Atendimen to On-Page Cliente
  32. 32. E-commerce SEO | do planejamento à conversão Software para Gerenciar Projetos Não recomendo Basecamp e similares, pois são limitados Usamos softwares baseados em GANTT como Project
  33. 33. Marketing de Conversões é a solução para aumentar o número de clientes Análise de Métricas e Resultados
  34. 34. E-commerce SEO | do planejamento à conversão Posição de palavras-chave > Revise semanalmente head e middle tail > Analise gráfico das principais
  35. 35. E-commerce SEO | do planejamento à conversão Tráfego e Receita > Acompanhe diariamente > Analise mensalmente
  36. 36. Marketing de Conversões é a solução para aumentar o número de clientes Alguns cases
  37. 37. E-commerce SEO | do planejamento à conversão 250 mil visitas mensais 307% no aumento das receitas em 6 meses Segmento: Turismo
  38. 38. E-commerce SEO | do planejamento à conversão +380% de aumento no tráfego em 7 meses +R$300 mil em novas receitas Segmento: Saúde
  39. 39. Marketing de Conversões é a solução para aumentar o número de clientes Obrigado! @diegoivo diego@conversion.com.br

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