Digital Marketing for Shopify stores 101 | Part 2

Essentials Guide PART 2

Now that we’ve learned about marketing strategies, let’s discuss how to use marketing techniques to boost our strategies and not only position out brand but study our customers behaviour and adapt our strategies to obtain better results.Basically there are two powerful ways to increase traffic and increase your visibility online, these are Search Engine Optimization SEO and Pay Per Click (PPC) , there is also Cost Per Thousand (CPM)  but is not so popular and has various downsides.

The main concepts we need to understand are: Search Engine Optimization SEO, Keywords, Pay Per Click (PPC), Cost Per Thousand (CPM) and Analytics +  Metrics. SEO and PPC are different, but can be used altogether to make a much more cohesive campaign. It all depends on your budget.


What Is SEO / Search Engine Optimization?

Search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine .All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. SEO refers to the improvement of unpaid results and excludes direct traffic/visitors and the purchase of paid placement. This means that payment isn’t involved, as it is with paid search ads.

The most important factor to keep in mind when running SEO is Content. You’ll hear that Content is Everything over and over again when it comes to SEO success. The quality of your content not only has to keep fresh and keyword oriented but there are also the most important content elements that must be included when running SEO:

1. Content research / keyword research

Keyword research is the process of finding and analyzing actual search terms (either as words or phrases) that people enter into search engines when looking for a service/product like yours. The insight you can get into these actual search terms can help inform content strategy, as well as your larger marketing strategy.  

Perhaps the most important SEO factor after creating good content is good keyword research. 

You want to create content using those keywords, the actual search terms people are using, so you can produce content that effectively “answers” that query.For example, a web page about  “Time Management” might use technical jargon to describe ways to optimize tasks, organization strategies and scheduling. But a search engine might skip or not rank that page highly if people are instead searching for “Procrastination.” Y

Your content needs to be written in the right language — the language your customer or user is using when searching for a product/service like yours.

After you have researched your keywords (long tail like phrases and keywords like specific words that describe your audiences search for you), have you actually used those words in your content? Or if you’ve already created some quality content before doing research, perhaps it’s time to revisit that material and do some editing.

The idea is to have your page to be found for particular words, therefore one must actually include use those words in your content. A good tip is to repeat the most important keywords throughout your content. Specially the relevant ones, spread it in a coherent way to rank higher.

2. Content words /
use of keywords

3. Content Constant Refresh

Search engines love new content. Google uses an algorithm called “Query Deserved Freshness (QDF).” If there’s a search that is suddenly very popular versus its normal activity, Google will apply QDF to that term and look to see if there’s any fresh content on that topic. If there is, that new or fresh content is given a boost in search results. 

Sites can take advantage of this Refreshness boost by producing relevant content that matches the real-time pulse of their industry, up to date relevant and trendy content is the best way to take advantage of QDF. If your content is correct and QDF hits you, you will become relevant in the top search result for days or even weeks until the boost wears off. 

The idea is to have your page to be found for particular words, therefore one must actually include use those words in your content. A good tip is to repeat the most important keywords throughout your content. Specially the relevant ones, spread it in a coherent way to rank higher.

One way to increase traffic is by trying to position yourself in the direct answers section. This means, when someone types questions like for example: “what is the 20% of 22” or “Who is the President?” and you find a first link with the excerpt from a page that contains the exact answer (Direct Answer) to your question. 

4. Vertical search

Search engines are increasing trying to show direct answers within their search results. We currently consider sites being used as direct answer sources to be a success for two main reasons. First, it’s a sign of knowledge and experience, which translates into trust from your audience. Second, while there’s concern, there’s also some evidence that being a direct answer can indeed send traffic as means to find an audience that might not be looking for you in the beginning but will land on your page looking for more information and bringing more traffic metrics.

Apply these digital marketing techniques right away

By applying these tools to your content you can definitely see reasonable results by increasing your ranking position, generating brand awareness and becoming visible without cost. In the end…


Digital Marketing is a vast universe, SEO is a very wide topic but once we understand how to apply it we can scale our visibility in very little time to match our highest competitors. 

In the following part III of this blog article, we will discuss deeper regarding PPC, PCM and CPA.


Share this article:

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on email

More to explorer

Get data-driven storytelling tutorials and video optimization shortcuts for FREE.


Try Octovid

Start growing with personalized video marketing

No coding or credit card required.

Get Early Access

Octovid is committed to protecting and respecting your privacy and we’ll only use your personal information to administer your account and to provide the products and services you requested from us. From time to time, we would like to contact you about our products and services, as well as other content that may be of interest to you. If you consent to us contacting you for this purpose, please tick below.
You can unsubscribe from these communications at any time. For more information on how to unsubscribe, our privacy practices, and how we are committed to protecting and respecting your privacy, please review our Privacy Policy. By clicking submit below, you consent to allow Octovid to store and process the personal information submitted above to provide you the content requested.
By submitting, you are agreeing to our privacy policy