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A importância do SEO na otimização do site e-commerce: caso Passion Gold
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Foi no decorrer do desenvolvimento do Web Analytics que surgiram mudanças noutras áreas digitais, como é exemplo o SEO (Otimizador de Motores de Pesquisa), que, ao longo dos anos, ganhou muita relevância como otimizador de websites. Atualmente, é um fundamento essencial no marketing digital, pela capacidade que tem em fazer um site alcançar as primeiras posições de forma orgânica nos resultados dos motores de pesquisa. O presente relatório tem como objetivo otimizar os resultados obtidos nos sites e-commerce, através do SEO, especificamente no site Passion Gold. O estudo surge no âmbito do mestrado em Gestão de Marketing e pretende descrever as atividades desempenhadas no estágio curricular em Marketing, mais especificamente no departamento de e-commerce, na empresa Flamingo S.A, uma multinacional de ourivesaria. Das várias marcas da empresa, a Passion Gold, desenvolvida unicamente a partir de ouro, foi a marca analisada e estudada, sobretudo ao nível da comunicação desenvolvida no website da marca. Trata-se de um estudo de caso, onde foram analisadas métricas, tais como o fluxo de comportamento do consumidor, os canais principais, as páginas mais pesquisadas, a posição média das palavras-chave, as impressões e o nível de dificuldade das palavras-chave, com o propósito apenas de descrever o comportamento do consumidor. Este relatório permitiu concluir que mais de metade dos utilizadores que entram no site e-commerce da Passion Gold acedem por via orgânica. No entanto, percebe-se de imediato que a percentagem de desistência é elevada, o que revela que o site não atinge as expetativas do consumidor. Assim, é necessária a redefinição do menu superior do site e do website em si, de forma que se torne mais atraente para o consumidor.
The development of Web Analytics has led to changes in other digital areas, such as SEO (Search Engine Optimization), which, over the years, has gained a lot of relevance as a website optimizer. Currently, it is an essential foundation in digital marketing, due to its ability to make a website reach the top positions organically in search engine results. This report aims to optimize the results obtained on e-commerce sites, through SEO, specifically on the Passion Gold website. The study, developed in the marketing management master's degree, intends to describe the activities performed in the curricular internship in Marketing, more specifically in the e-commerce department, at Flamingo S.A, a multinational of gold jewellery. Passion Gold, among the various brands of the company, was the brand analysed and studied, in terms of communication developed on the brand's website. This is a case study, where metrics such as consumer behaviour flow, main channels, most searched pages, average keyword position, impressions and keyword difficulty level were analysed, in order to describe consumer behaviour. This research led to the conclusion that more than half of the users who enter Passion Gold's e-commerce site access it organically. However, the dropout percentage is high, which reveals that the site does not meet consumer expectations. Thus, it is necessary to redefine the top menu of the site and the website itself, so it becomes more attractive to the consumer.
The development of Web Analytics has led to changes in other digital areas, such as SEO (Search Engine Optimization), which, over the years, has gained a lot of relevance as a website optimizer. Currently, it is an essential foundation in digital marketing, due to its ability to make a website reach the top positions organically in search engine results. This report aims to optimize the results obtained on e-commerce sites, through SEO, specifically on the Passion Gold website. The study, developed in the marketing management master's degree, intends to describe the activities performed in the curricular internship in Marketing, more specifically in the e-commerce department, at Flamingo S.A, a multinational of gold jewellery. Passion Gold, among the various brands of the company, was the brand analysed and studied, in terms of communication developed on the brand's website. This is a case study, where metrics such as consumer behaviour flow, main channels, most searched pages, average keyword position, impressions and keyword difficulty level were analysed, in order to describe consumer behaviour. This research led to the conclusion that more than half of the users who enter Passion Gold's e-commerce site access it organically. However, the dropout percentage is high, which reveals that the site does not meet consumer expectations. Thus, it is necessary to redefine the top menu of the site and the website itself, so it becomes more attractive to the consumer.
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Keywords
Marketing Digital Web Analytics SEO (Search Engine Optimization), Motores de Pesquisa Keywords