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Chris Reddick, President and CEO of Clarity Ventures, and Ron Halversen, Vice-President of Sales and Marketing at Clarity, talk about the importance of SEO and CRO for eAuctions.

Part 1 of a 3-part series

RON: Hey, Chris. How are we doing today? 

CHRIS: Hey, Ron. Doing great. Looking forward to diving in again and talking about eAuction software. Today I'm really excited to talk with you about advertising, organic SEO, paid advertising, and other means of getting traffic to our eAuction sites. 

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RON: Yeah, I am, too. The thing that's the most fun for me, being in marketing, I work with a lot of our clients after we build the site. It's not, “You build it and they come.” It’s, “You build it and then you market it and then they come.”  That's the way it is with every auction event.

If you're going to throw a big party, you're going to let everybody know that you want to come. You're not going to host Oingo Boingo in your backyard and not tell anybody about it and have a party for three [people]. You're going to want to tell everybody and post fliers and get on social media. And why do we do that? To drive people to the event. And that's what auctions are, auctions in eCommerce are events. 

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RON: We're going to talk today about how to drive people to the event, and that is for both buyers and sellers, because whoever builds this auction platform, whoever owns the platform, that is their one responsibility. Not only to make sure that the platform runs well, but to drive sellers and buyers to the eAuction sites. 

CHRIS: I could not agree more, and I think you said it really well. It's like a party. If you have the best party on the face of the planet, as far as supplies and location and event itself, but nobody shows up,  what's the point? Yeah, absolutely. The same thing with an eAuction, isn't it? 

RON: Yeah. You can define it as SEO solutions and CRO solutions. SEO and paid ads are driving the traffic, and then CRO, the conversion rate optimization. Is, once they get to the party, are they having a good time? Did they find the auction that they want? Are they watching auctions, are they putting alerts in? Are they buying? Are they engaging with the site? 

In this case, we're talking mostly about the marketing for today's topic, but the CRO is equally as important. And that's what we've been talking about in the previous [webinars], is to have all of the features and the notifications and everything in the previous three webinars that really engage the user once they come to the party to have a good time. That's the definition of what CRO is. 

Let's start talking about organic SEO and what that is. Go ahead and get us started. 

CHRIS: Absolutely. So organic SEO is, generally speaking, like a popularity contest on the internet. And what I mean by that is, in the early days of search engine optimization, the search engines really struggled with an algorithm that worked, kept spam out, and showed great content. Google came along and created their very sophisticated algorithm that fundamentally boils down to a popularity contest where other sites are linking and pointing at your site. 

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CHRIS: If your site has enough fluidity based on other popular sites pointing to your site, then your site ranks higher typically. And there's a lot of sophistication to this—we won't go into extreme detail in this webinar. The main thing to take away here, though, is that if you become a subject matter expert, in particular in this case, where a set of eCommerce auction areas like categories or focus areas, then you as a site, your site itself will rise to the top. 

It will become, in the eyes of Google, in the eyes of your visitors and users, a subject matter expert. And this is something that you can do over time. Organic SEO does take time. So you want to consider that and factor that in. But one of the things that we can do is—like we'll probably talk about a lot in this webinar—be very specific with auction automations. And if we're able to hit two birds with one stone, then what we want to accomplish here is to go after what we would typically refer to as bigger categories of keywords.  

Let's say that the many types of auctions are for used office equipment. Well, used office equipment is a very generic term, so it's going to be extremely competitive. However, if we're also able to say maybe a specific type of device, like maybe it's a certain type of divider that’s a certain year, a divider for an office for in-between cubicles, for example, It may be the only listing on the internet for that particular device. 

So if we say use office equipment along with that specific device name, then here we have an opportunity to rank immediately, because no one else out there is popular, no one else is even competing for that. This is a beautiful way to take advantage of SEO, being specific to your niche and then also being generic at the same time and trying to kill two birds with one stone. What are your thoughts on this, Ron, and how we do that with our eAuction platform? 

RON: That's exactly right. In the popularity contest, we call the link building, right?

Continue to Part 2 to learn about long-tail keywords.

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