Brick-and-mortar click-to-click retailers can struggle to balance local and e-commerce search engine optimization. While brick-and-mortar stores want to target people in a geographic area and drive in-person visits, e-commerce sites target buyers wherever they are.
However, different goals do not necessarily mean there is a problem.
Imagine a furniture retailer with dozens of stores in California and Florida. The CEO can send a message to the marketing team concerned that e-commerce is less than 20% of total revenue. The next day, her concern might be that her new Miami store won’t show up in local Google searches.
From link building to content marketing, it can feel like a conflict. But it doesn’t have to be that way. The Brick and Click Marketing team can balance your priorities by planning your day-to-day SEO activities and developing processes.
SEO in 3 parts
Marketers often say that there are three areas of focus for SEO: technical, on-page, and off-page.
Omnichannel marketing teams balance local SEO with ecommerce SEO.
Technical SEO We focus on site speed, URL structure, microdata, and general crawlability. The same technical practices that work for local SEO can also help you promote your products.
On-page SEO Contains keyword, HTML heading, imagecontent, and internal link.
Teams of content marketers and on-page optimizers frequently work together to ensure sites rank for key products, categories, and locations. There’s no reason why local and e-commerce efforts can’t go hand in hand.
Off-page SEO This includes backlinks, brand mentions, and filling out and maintaining your business profile, which will be reflected in Google’s local pack and map results. Even if the focus is e-commerce, off-page efforts are a natural fit for local optimization.
Active
Sharing e-commerce and local SEO tasks helps both. Learn about priorities, workflows, and automation to streamline your load.
Prioritize setup and integration. Many SEO tasks require time-consuming work initially and then less intensive maintenance.
For example, optimizing your Google My Business page requires a lot of upfront work, including claiming it, adding contact information, images and videos, and encouraging reviews. It’s much easier to keep your (My Business) page up to date.
Similarly, a furniture retailer with dozens of stores might want to set up location-specific landing pages on their website. Each page features images of local stores, Google Maps, store hours, and a greeting from the store manager. Building a page takes more effort than maintaining a page.
Therefore, marketing teams that prioritize setting up an SEO infrastructure to manage selling products online and driving physical foot traffic.
Develop standard operating procedures. Many omnichannel retailers approach SEO through projects. The CEO says he will promote the new Miami store, and the team will focus on that effort.
Unfortunately, there are three potential problems with this type of project-first approach. It is (i) reactionary rather than strategic; (ii) there is redundancy because every project is started anew, and (iii) critical maintenance is overlooked.
A better approach is to develop a set of standard operating procedures, including (i) how to optimize blog posts, (ii) an SEO process for adding products and pages, and (iii) a schedule for maintenance and updates. is.
Generate content using AI. Working on e-commerce and local SEO at the same time requires more on-page content.
In 2025, developing additional content may become much easier. Imagine our furniture store. Their content team might create a blog post targeting the keyword phrase “Top Scandinavian Design Trends for 2025.”
early draft written by a human An AI prompt might generate regional variations, such as “Top Trends in Scandinavian Design in South Florida.”
Featured articles act as hubs that link to and receive links from pages in each region.
Automate repetitive tasks. Finally, automation can speed up many aspects of SEO maintenance and improvement. Zapier, generative AI platforms, and similar tools allow you to quickly complete repeatable functions and even perform SEO audits.
basic
What prompted me to write this article was an actual consultation from a furniture chain store. This business focused on the differences between local SEO and ecommerce SEO, rather than the overall goal.
Although attracting and promoting online buyers; Crowding situation in the store It may look different, but the basics of SEO are the same.
