{"id":26980,"date":"2016-02-22T10:01:09","date_gmt":"2016-02-22T09:01:09","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=26980"},"modified":"2023-02-27T14:20:07","modified_gmt":"2023-02-27T14:20:07","slug":"keyword-brand-o-non-brand-per-ecommerce","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/keyword-brand-o-non-brand-per-ecommerce\/","title":{"rendered":"Keyword brand o non brand per l&#8217;ecommerce?"},"content":{"rendered":"<p>Quando si decide di occuparsi\u00a0seriamente della SEO sul proprio sito, ci\u00a0si\u00a0trova inesorabilmente ad <strong>interrogarsi sulle keyword<\/strong>: come abbiamo imparato esse sono infatti molto importanti per portare visite che speriamo siano poi convertite in acquisti.<\/p>\n<p>Dopo un&#8217;attenta analisi, quali sono le parole chiave pi\u00f9 efficaci? Quelle che improntate sul prodotto oppure sul marchio? Meglio usare <strong>keyword brand<\/strong> o <strong>keyword non brand<\/strong>?<\/p>\n<h2>Meglio una strategia basata sul marchio?<\/h2>\n<p>Ci sono alcune grandi aziende che hanno effettivamente grandi riscontri economici anche utilizzando keyword branded. Prendiamo come esempio il noto marchio di abbigliamento H&#038;M: le campagne pubblicitarie nei media come tv o carta stampata sono abbastanza massicce. La cantante Katy Perry, testimonial per la capsule collection festiva, ha addirittura scritto una canzone per lo spot televisivo che la vedeva protagonista. Questo fa si che le keyword del sito siano soprattutto branded, poich\u00e9 \u00e8 un <strong>marchio ben veicolato al di fuori del web<\/strong>. Un utente cercher\u00e0 una keyword brand tipo <em>&#8220;maglione natalizio H&#038;M&#8221;<\/em> sui motori di ricerca piuttosto che una keyword generica tipo <em>&#8220;maglione natalizio con renne&#8221;<\/em> perch\u00e9 conosce il marchio.<\/p>\n<h2>Oppure una strategia basata su keyword generiche?<\/h2>\n<p>Quando ci troviamo di fronte, invece, a strategie orientate al &#8220;no-branded&#8221; possiamo riscontrare due casistiche.<\/p>\n<p>La prima \u00e8 quella di <strong>piccole aziende o ecommerce di nicchia<\/strong> che non possono investire grandi capitali come i brand gi\u00e0 affermati e che, per questo, necessitano di capire cosa cerca il cliente. L&#8217;attenzione alla SEO e al web marketing \u00e8 maggiore: una piccola azienda pu\u00f2 puntare tutto su quello, facendo attenzione al target a cui si rivolge.<\/p>\n<p>Un secondo caso \u00e8 quello invece delle <strong>grandi aziende<\/strong> che, pur contando su una buona disponibilit\u00e0 economica per progettare campagne pubblicitarie anche sui media tradizionali, danno il meglio con l&#8217;indicizzazione puntata al prodotto. Scelgono delle categorie merceologiche che non cambiano spesso e si concentrano su di esse. Questa \u00e8 una strategia a lungo termine che porta i suoi benefici.<\/p>\n<h2>Non dimenticare mai il Content Marketing<\/h2>\n<p>Il futuro non \u00e8 solo nel branded o no-branded, ma anche nel <strong>content marketing<\/strong>. Lo ripeter\u00f2 fino allo sfinimento: curate i contenuti del vostro ecommerce, perch\u00e9 vi aiuteranno a imporvi sul mercato. Se non si capisce bene come usare un prodotto, \u00e8 bene creare una descrizione dettagliata sul sito, magari con l&#8217;ausilio di video. Un esempio? Oggi sono molto girlysh e vi posso confessare che, prima di acquistare online la famosa palette di trucchi &#8220;Naked 2&#8221;, ho visionato i video tutorial del rivenditore (in questo caso Sephora, una profumeria multimarca).<\/p>\n<p>Potrebbe risultare interessante utilizzare i <strong>suggerimenti d&#8217;acquisto<\/strong> aggiungendo nella scheda prodotto la sezione <em>&#8220;I clienti interessati al prodotto Y hanno acquistato anche il prodotto X.&#8221;<\/em>. Vedrete che non rimarrete delusi e il carrello medio probabilmente aumenter\u00e0.<\/p>\n<p>Anche <strong>commenti e recensioni dei clienti<\/strong>\u00a0che hanno comprato il prodotto sono utili a livello di content marketing e, ovviamente, di brand reputation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quando si decide di occuparsi\u00a0seriamente della SEO sul proprio sito, ci\u00a0si\u00a0trova inesorabilmente ad <strong>interrogarsi sulle keyword<\/strong>: come abbiamo imparato esse sono infatti molto importanti per portare visite che speriamo siano poi convertite in acquisti.<\/p>\n","protected":false},"author":4,"featured_media":27080,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[451,481,193,117],"class_list":["post-26980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brand","tag-content-marketing","tag-keyword","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Keyword brand o non brand per l&#039;ecommerce? 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