What business problems does SEO solve on the marketplace

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It should be taken into account that there are 2 types of businesses on the platform: sellers and the marketplace itself. First, we’ll talk about solving problems for sellers. All categories are divided between 4 business groups (BG). These are working groups of specialists from different departments, which include SEO specialists and specialists from related departments: commerce, content, CPC, trade marketers. Any marketplace seller expects from promotion not just traffic, but buyers who generate income. If SEO doesn't make money, it's worth nothing to the business. This is exactly what the search engine promotion funnel is aimed at. Ashurov1.png Please note: the SEO funnel does not end with traffic. The lower level is GMV, gross merchandise volume, that is, the gross volume of trading operations.


That is, the traffic received should be converted into orders and Canada Phone Number Data bring profit to the seller. Without this, SEO for a business is worthless. What business problems does SEO solve on the marketplace? Sellers need to attract new customers and increase the number of regular customers. Typically, new customers come from search engines. For them, the share of non-branded traffic from organic search results averages 73% of total organic traffic. Repeat customers usually come through bookmarks or the app. As the Ashmanov and Partners study showed, people often go to search results for information about the product they want to buy and price comparisons. How to attract new customers from search When developing the semantic core (SC), the SEO team takes into account which categories generate GMV better, that is, bring in more money, than others.




To improve order conversion, we work with the quality of landing pages. categories and products. On this basis, BG works through semantics, creates content for categories, and transfers it to the commercial department. From there they return the finished listing with the goods. Next, the team conducts promotion in search engines. The diagram below shows the work according to the checklist of a business group. Ashurov2.png The key point is the choice of category. To choose which one to take for development, the team focuses on demand. To analyze it, create a table with data for at least top-level positions: categories; tags; number of goods; demand; positions; click-through rate (CTR). Click-through rates can be estimated based on data from Yandex Webmaster or Seowork.