As the global pandemic ravaged the world in 2020, the emergence of contact-less businesses has led to the rapid and massive growth of e-commerce. However, this phenomenon has not been all positive for medium and small e-commerce companies as the digital transformations of offline retail brands have caused the existing red sea markets in the e-commerce industry to evolve into an even fiercer competitive environment.

Sales Revenue in e-Commerce Sets New Records by Reaching 16.4% of Global Retail Revenue

The latest investigative report released by Shopify, the world’s largest e-commerce business platform mentioned that when compared to the global financial crisis in 2008, recovery of real economies post COVID-19 will be even more gradual. As major brands and consumers continue to flock to online shopping, e-commerce will continue to exist as the economy’s sweet spot.

In 2020, the relatively independent e-commerce battlegrounds of the past are now being led by traditional wholesalers, retail giants, and brands that previously did not engage in online sales. This has driven customer acquisition costs higher and increased competition amongst similar products but e-commerce sales revenue has set a new historical record, accounting for 16.4% of global retail sales revenue. It is foreseeable that within the next 5 years, e-commerce will continue to show annual growth in terms of percentage of global retail and become a tier 1 battleground for retail industries. With consumer options for online shopping becoming even more diversified, traffic will continue to become more scattered, further driving online merchants to require “digital marketing” strategies.

Content Marketing in Digital Marketing Strategies Begins with SEO

Digital marketing is defined by integrating elements such as the automation, customization, precision, and digitalization of marketing and exposure in different channels, then deploying digital marketing to achieve optimal sales performance. These channels for exposure include search engines, social media, digital media, and native ads that are used to establish different touchpoints and requirements to communicate with consumers and achieve marketing purposes.

Due to limited resources, most e-commerce brands choose to initiate their digital marketing strategies with “content marketing”. While the results of content marketing are not immediately apparent like ads, they are capable of a long-tail effect through the process of accumulation, optimization, exposure, and re-exposure, thereby establishing better touchpoints for brands to become effective marketing means that increase awareness and favorability.

According to the latest report from Semrush, repeatedly reusing existing content can increase original traffic by at least 111% compared to constantly releasing new or updated marketing content. This shows that the value of content marketing is in management and that the urgent tasks for marketing staff are to utilize tools for content review/evaluation/management and gain a deep understanding of a brand’s content influence as well as basic data for the use of digital marketing strategy decisions of companies.

From SEO to Competitor Ranking Analysis, Semrush Helps Brands Establish Digital Marketing Strategies

Semrush is a SaaS platform that focuses on search engine optimization and helping brands increase their online visibility. Companies can utilize Semrush to analyze keywords, competitor’s traffic, paid ads performance, and backlinks to help increase a website’s ranking, assisting brands to gain more highly valuable original/paid traffic and further increase the conversion rate.

Aside from SEO, which most people are familiar with, Semrush provides 5 core functionalities including content strategy, paid ads, market research, and social media management for digital marketing staff. In terms of SEO, the most popular example, keyword optimization for brands can be performed on-site, off-site, or for technical aspects, for instance: on-site SEO targets elements and is deployed for the “intentional searches” of consumers; off-site SEO focuses more on “backlinks”, meaning the “quality” and “benefits” or traffic directed from other sites; technical SEO refers to improving SSL certificate settings and sitemaps to help search engine crawlers systems better interpret brand webpages.

Using the 3 above methods, Semrush can help companies show up in the “keyword results” in search engines. Currently, most e-commerce platforms utilize tools such as Google Trends and Google Search Console to monitor keywords and perform competitor analysis; however, building a good framework for competitor analysis can allow for the systematic research of competitors and help identify industry advantages.

Compared to Google tools, Semrush can also help brands gain an analytical overview of market competition including ranking tracking and competitor analysis; the Market Explorer tool and Growth Quadrant feature are also provided to support users with building an analytical framework for competitors. The tool assists users with analyzing competitor websites and determining their factors of traffic, analyzing target audience population, total market traffic trends/geographical distribution, and traffic for social media and the overall market. Users can utilize this data to establish digital marketing strategies that are more competitive to achieve the goal of increased sales revenue.

Retail Giant Carrefour’s Implementation of Semrush Marketing Tools Increased Site Traffic by 60% Within 2 Years

As a retail group with over 12,000 locations across 30 countries, Carrefour began to re-examine its consumer positioning 2 years ago and found that while the company had a massive influence in all online and offline consumer channels, it only had 100,000 keywords in Google’s search engine.

In order to improve Carrefour’s ranking on Google’s search engine and assist customers in making the “optimal” purchasing decisions, Carrefour chose to combine Semrush with Google Search Console to perform sitewide analysis and further understand if keywords related to marketing strategy could effectively attract even more potential customers.

To achieve the goal, Carrefour conducted broad research of keywords for products with the “highest search volume” and utilized Semrush to begin deep analysis of competitors in an attempt to expand the positioning of “most relevant phrases” in similar fields and find the language most suitable for communication. Carrefour believes that “competitor research” is the most important step for understanding which competitor keywords are advantageous and using this information to optimize their own strategies; Carrefour was able to use this back and forth review to find new keywords, inspect lost keywords, and consider how to re-optimize and correct keyword phrases. Additionally, SEO data reports created through Semrush allowed Carrefour to dynamically track commonly used phrases to understand their differences before and after changes while also notifying staff when there are changes in keyword rankings.

After a series of adjustments, Carrefour ultimately increased its number of top 3 keywords in Google SERP by 210.3% and achieved the goal of getting nearly 90,000 keywords from Carrefour’s shopping site into the top 3 of Google search rankings, a nearly 30,000 keyword increase compared to the previous year. Site traffic also showed massive growth as organic traffic in Carrefour’s sectors of “food” and “non-food” grew respectively by 59% and 29% over 2 years; additionally, the continued optimization and update of their website over 2 years allowed Carrefour’s overall traffic volume to grow by 59%.

Master Concept Partners with Semrush to Enter the Asian Pacific Market, Helping Local e-Commerce Companies Increase Industry Competitiveness

Now that the pandemic has changed people’s lives drastically, marketing battlegrounds have shifted from offline to online. In order to help companies in the Asia Pacific increase brand visibility through “multi-channel management”, cloud advisory company Master Concept announced a strategic partnership with Semrush. The partnership will be based on market insights and competitor analysis data to plan comprehensive digital marketing strategies in the fields of website SEO, paid ads, and social media to provide e-commerce brands and retailers in the process of O2O digital transformation an optimal solution for digital marketing.