Organic traffic from search engines remains one of the key sources of traffic to Russian e-commerce sites and outstrips other sources in terms of volume and importance for players: advertising, email newsletters, social networks.
The majority (84%) of the e-commerce market representatives we surveyed promote sites in search engines: 66% of all respondents noted an increase in traffic from search in 2019, and 47% – an increase in sales. Among the survey participants, only 15% are not satisfied with the results of Yandex and Google search promotion at the end of 2019.
If we talk about the cost of attracting a client from search engines, then for 47% of respondents it is lower than from other Internet marketing channels. At the end of 2019, the cost of attracting a client from search increased for 38% of respondents, mainly for large players with a turnover of more than 2 billion rubles per year. Perhaps this is due to the fact that they are more actively investing in promotion than representatives of small and especially medium-sized companies.
The market players we interviewed expect from SEO recommendations primarily business benefits. In their opinion, not understanding the benefits of SEO recommendations is the main obstacle to their implementation. At the same time, only 17% of respondents rated the effect of implementing SEO recommendations as weak.
Many companies hire SEO specialists on their staff. Important: online stores based on offline retail are almost half as likely to hire SEO specialists on their staff (39%) than thematic online stores (69%).
Marketing by search traffic volume is the most popular (39%) SEO strategy in the industry. In second place is promotion by position (33%), in third place is promotion with pay for leads (9%). The shares of participants who noted an increase in traffic and sales: 52% – by traffic volume, 50% – with payments for leads, 30% – by positions.
87% of surveyed professionals believe understanding SEO is essential knowledge for an e-commerce marketer. True, among the participants, only a third answered that they are deeply versed in SEO – they do better with sales than others.
There are more midsize online retailers who post offers on marketplaces than large and small ones. According to the respondents, Yandex.Market is the most efficient marketplace, and Ozon is more effective than Wildberries.
Marketplace leadership is pushing other players to increase their sites.
The research was prepared by Anton Trishin, PR-manager of Ashmanov & Partners. We would like to express our gratitude to our partners: SimilarWeb for the data provided, E-Pepper magazine, Retail Rocket personalization platform and iWengo e-commerce business school for information support.