SEO positioning is one of the most important strategies in the world of digital marketing. An increasing number of businesses are looking to have a presence on the internet, which is why we must differentiate ourselves from the competition and carry out actions that help us to strengthen our brand with respect to others.

This is why we have interviewed Romuald Fons, CEO and founder of BIGSEO. He explains in detail the key to creating an SEO strategy, how to increase sales through a sales funnel and what key aspects we should implement in a digital marketing strategy.

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1. What do you think are the key factors that an e-commerce should take into account when creating an SEO strategy?

The first step would be to be clear about the roadmap my project needs. We have to work on a marketing strategy. In this case, if it were an e-commerce, it would be focused on working on organic positioning, local positioning and advertising strategy. We have to work on Google shopping, we have to work on Google Ads, because in the end the client is mainly going to look for us on the Google search engine, which is where the main source of traffic is. So if we have organic, local and advertising presence, we are going to have great visibility, we are going to attract qualified traffic for these products. 

If I want to position myself, as a project, the first thing I have to think about is what type of customer I want to attract and what channels those customers are in.

2. What is a sales funnel and why is it efficient in achieving sales?

A funnel can be as much as I have an e-commerce and I have a lead magnet in that e-commerce, for example a discount. And those people who sign up through that discount I put them in a sequence of emails, with the aim of converting them into sales. That can be, in this case, a sales funnel. But a sales funnel can also be a sequence of emails that I use to recover abandoned carts.

In the case of an e-commerce, it is very important to work on this email marketing strategy by working on one or N funnels, as many as necessary.

3. What marketing techniques do you think are essential to implement a digital strategy?

Let's suppose I am a business and I am going to make the leap to the Internet, what strategies would I work on? Obviously, if I am a local business and I am going to make the leap to a digital level, I would work on local positioning. That means working on the Google My Business listing, working on the reviews, working on them and positioning yourself. When someone is near your business and searches for your business or something similar, you are going to appear. So it's super basic, simple to work with and that's the first thing we have to do. Then, if I want to work, I would also work on organic strategies, because obviously I want to work on organic positioning and SEO. 

4. What specific strategies could SMEs implement to get more customers on social media?

If you are going to work on social media, the first thing to think about is that sharing content on social media is not having a social media strategy. If I want to work on customer acquisition, I would first stop to think about what social media strategy my project needs when working on it. So, I work social media in a professional way, with a well thought out and well done editorial calendar, so that we are attacking different audiences and different intentions.

5. What elements should copywriting have in an email marketing strategy to be effective? And what are the most common mistakes that SMEs make in their email marketing strategy?

The main thing would be to design a strategy, because of course, having a newsletter... Yes, yes, I send a newsletter and every week I send an email. That's not having an email marketing strategy.

It is very important, not only to work on the copy, but also to know the different strategies at copy and funnel level that I am going to apply to this email marketing.