Online retail has exploded in the last year. Driven by stay-at-home safety orders from federal and state governments, as well as a growing sense of consumer unease heading into shopping centres and overcrowded malls, not to mention everyone increasingly becoming time poor and looking for convenience, the e-commerce space saw massive investment and focus from retailers across the country.
It was, for a while, the only way they could reach their customers, after all.
And while most retailers have focused on fortifying their supply chain and logistics, as well as the front- and back-end of their websites, there is one investment businesses could be making that would do more to get them in front of new customers than all of those things: and that’s search engine optimisation (SEO).
By optimising how a brand will appear when relevant searches are made on search engines, a business can position its products directly in front of customers with extremely high purchase intent.
And with the right help, it’s easier than ever. Enter Megantic: Australia’s only award-winning organic search agency dedicated to servicing e-commerce businesses.
“Last year, with Covid-19, the behaviour of people changed. People started shopping online more and more,” said Megantic’s co-founder and managing director Zan Ristov.
“In most of our accounts over the last six months clients were seeing up to 400 per cent growth in online sales. And some of that behaviour is going to be with us for a while now. It’s a massive opportunity.”
Megantic specialises in technical data-driven organic search for eCommerce. They research and map a client’s entire industry and identify new points of entry for customers to land directly on its selling pages.
And, it will help get a businesses’ pages to the top of organic search results.
According to Megantic, it is a commonly held belief that the first five organic search results (not paid) account for close to 70% of all website traffic.
Taking the opportunity to learn
And, with the expertise that comes with focusing exclusively on helping e-commerce brands get in front of more customers, Megantic’s marketing and sales director Jeremy Hanger has seen first hand what is needed to deliver eCommerce growth.
“One of the biggest things we see in a lot of businesses is that they have so much passion for their brands and how they want to sell their product, but not necessarily how their customers are searching or viewing those products,” said Hanger.
“There’s a huge opportunity via full market mapping to determine how large the customer driven demand is for your product SKUs and the size of that market. We’ll establish a percentage of your industry’s total market and what are the realistic opportunities available for your business to access. In doing so, this becomes a blueprint for all your digital channels.”
In one case, a business selling fishing rods was unaware that customers who would be interested in their products were searching for more specific terms, such as ‘freshwater fishing rod’, or ‘saltwater fishing rod’.
Is there a difference between saltwater and freshwater fishing rods? No, there isn’t. But the brand in question was able to reach a whole new segment of their potential audience just by optimising the way their products were appearing to customers searching for them.
Reaching a new audience
And, with businesses taking online more seriously, it has become more important than ever for brands to get their products in front of the right customers at the right time.
“Now is probably one of the most important times, because the space is getting even more competitive: it’s going to be important to get that new customer from your competitors from an organic, non-branded search,” Megantic’s technical account director Harvey Canete said.
“This channel, which is the most cost effective when done right and allows brands to mature, is going to be one of the most important channels digitally for small, medium and large enterprise businesses in customer acquisition.”
Megantic has helped hundreds of businesses to take their organic customer acquisition to the next level, and was recently awarded the ‘Best Large SEO Agency in APAC – a big win for a business that has grown steadily over the last decade from fairly humble beginnings.
“We never expected that we were going to win, but it gave the team some great ignition and recognition for the hard work that they do,” said Ristov.
“And it gave us the recognition that we are amongst a great group of companies that are able to help businesses in Australia, as well as reinforcement of the importance of organic search.”