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Today, a traditional company faces an existential dilemma: adapt or die. E-commerce in small and medium enterprises, or SMEs, emerged to transform the commercial culture of these organisations and reinsert them into a new global market scheme guided by consumer needs and intense competition. And many SEO features, such as schemas for e-commerce, can be beneficial to connect with new users.

But what is schema? It is simply microdata that you usually put on your website, most likely your e-commerce site, that the search engine uses to provide more detailed results to the searchers.

The flexibility of payment, 24/7 hourly provision, better user experience, and accessibility through the internet are some of the most demanded services today. But how does this benefit the commercial sector?

Benefits for Small and Medium Enterprises (SMEs)

In some countries, for example, a part of the SME sector focuses on purchasing and selling products in a small niche market. These organisations are characterised by moderate income, with a downward trend in the last decade, due to high competitiveness.

And on the other hand, some SMEs have transcended the traditional, using tools such as the internet and e-commerce, allowing them to serve different markets and record exponential income.

Following are some of the advantages of adapting to the e-commerce schema advantages:

New Business Relationships

As a result of the new commercial dynamics, other forms of commerce are now possible, such as:

B2B (Business to Business)

They are usually companies that provide raw materials or services for other companies.

B2C (Business to Consumer)

The company negotiates directly with the consumer. Either through its own e-commerce system or through a marketplace service. It consists of a gallery-style sales portal that offers almost infinite products. Such as Amazon or Ali express.

C2B (Consumer to Business)

The consumer can now offer a service that a company requires. For this, they use websites such as Freelancer or Workana.

C2C (Consumer to Consumer)

In this business relationship, the consumer connects with other consumers to exchange goods, information or services. They usually advertise on social networks like Facebook, Twitter or Instagram. Or on websites such as Mercadolibre for selling items which are typically used.

Operational Benefits

Since the information is immediate, companies reduce their operating costs when they access offers of services or raw materials. This directly impacts sales prices, making them more accessible to users and fostering competitiveness.

Customer Loyalty

We live in an era of data and management systems based on artificial intelligence. When customers visit your virtual store, whether they buy or not, some information, such as contact, preferences or buying trends, are stored in databases.

And this information is essential to offer new products and promotions to this customer. This is known as ‘remarketing ‘. You can also involve schema for your e-commerce site, which can improve your search results and increase your representation in front of clients.

The flexibility of the Means of Payment

Although this is a particular benefit for the user, in the end, the advantage will be for the company, where they can receive payment from the person in the form that the person can do. Thus preventing the client from going to the competition in search of other options.

Today, virtual stores and mobile applications offer the ease of receiving credit card payments, debit, transfer deposits, interbank mobile payments and recently, payments in cryptocurrencies or through other companies such as PayPal.

Hourly Availability 24/7

Customers who do not have enough time to make their purchases because they work long hours value it very much to be able to do it at any time or day of the year. This benefit for the client translates into an advantage for the business since the e-commerce system will always be active on the internet.

Easy Positioning

Doing digital marketing is much less expensive and complicated than traditional marketing. This is because it relies on more than traditional media to advertise. But also from emails, websites, social networks, and blogs to give information about their products and project their image.

Minimum Investment

Since a virtual store does not require large physical spaces such as an industrial building or warehouse, expensive public services or a large payroll, the initial investment is minimal. Even in commercial premises or houses, the company’s servers can work, and a small warehouse for the dispatch of merchandise to the retail. Especially with e-commerce schemas that can prompt users to read your rich snippets and more than likely interact with your website.

However, thanks to cloud services, some companies offer very cheap plans. Some are annual and include hosting, domain, and website design templates at affordable prices. Even with an investment of $300, you can start an e-commerce system.

Access to New Markets

The internet transcends geographical boundaries and allows almost everyone to reach it. This means that your company’s products and services will be available anywhere. With the correct configuration of languages, the application of payments, and good logistics service, you can sell and deliver worldwide.

Making Good Use of SEO for E-commerce Schema

Suppose your potential customers need help finding you in the Google search box. In that case, optimising your site’s content, including keywords and all your web presence, is necessary for organic search. Last month there were 12 billion searches on Google, of which 85% were of the organic type, by clicking on the left side of the search results, so here is why the previous actions.

Getting to the top of search results on Google requires a commitment to constantly optimise your entire web presence.

Here are five SEO tips and tactics that will help you improve the positioning of your site in search engines, which will attract more eyes to your online store and improve sales:

Find out What Position you Appear in Before investing your time in SEO, it is better to know in which position the keywords that interest you appear. Getting an accurate SEO ranking is challenging because Google customises each search result.

Go to the Google search box and look for your product. It may appear in the first place because you have probably already searched for that keyword. Google will customise the search for you. However, a potential customer looking for your product for the first time will likely see your website or product page at number seven.

SEO positioning results are also different from one country to another. Suppose you are located in France but want to position yourself on In that case, it can take time to determine your actual SEO ranking. Below you will find two ways to get more accurate search results:

  • To get non-personalised search results on Google, open a separate “incognito” window, and the results will not reflect your previous search habits.
  • To access, if you are in a different country, you must follow the step explained above, and after entering the search term or word, enter &gl = us at the end of the URL.

Some entrepreneurs who take their SEO position very seriously prefer to use an SEO positioning tool. Using a custom tool, you will receive daily reports with the organic position of your store on all search engines. You will also get a trend report of your online presence over time.

Minimise the Keyword Gap

The keyword gap is a concept used to describe that your potential customers probably use different keywords to find your products and services than you would. For example, if you sell “devices,” your customers will likely refer to them as “devices” in the Google search box.

You can minimise the keyword gap by understanding how your potential and current clients perform the search and modifying your keyword strategy accordingly.

The only way to do the aforementioned is through keyword research. Studying the analysis of your website and talking with your customers are two good ways to start.

Publish Content Continuously for Better E-commerce Schema Opportunity

An effective SEO strategy begins with a continuous commitment to content. Content is the soul of search engine optimisation or SEO. With content, you will be found on Google. Keep in mind that Google loves new and relevant content.

Start by evaluating your website and decide if your entire site’s content could be improved. How to apply what you learned above in point 2 and include those keywords in the content?

A regular blog strategy will also boost and help maintain high search engine rankings when content is optimised for the keywords and phrases that interest you. Make a list of ideas for your blog topics in advance. Think about stories about your products, the customers who love them, how they use them, etc. Post this content on your blog site, Twitter, Facebook, YouTube, and Google.

Post Videos on YouTube

YouTube is the second most popular search engine after Google. Once you close the gap between your keywords and have high-quality content, investing the extra effort in publishing videos on YouTube and optimising them for the search will give excellent results.

Not only will they find you when a potential customer searches directly in the YouTube search box, but YouTube results can also be inserted into the Google search results page. This increases your chances of occupying multiple positions in the Google ranking for your product. Who doesn’t want that?

Ensure you have enough links to your website on the video page and refer to the keyword in the speech. And remember, your videos can be simple and inexpensive.

Social Networks Affect Your SEO

According to Google and Bing, social media signals now cover 8 and 10% of their organic search algorithms. Your presence in social networks is directly relevant to your SEO! This means that Google is analysing the volume of signals on social networks produced by your presence on the web.

A signal from a social network can be a Twitter tweet or retweet or a Facebook Like or Share. Below you will find some tips to increase your social media signals:

Make sure you have the icons to share on social networks on every website page. Not only on the home page but on each shopping cart page. It is about providing customers with countless opportunities to click on the Like or Share, or Tweet buttons. Incorporate Facebook into your website whenever possible. For example, add a Facebook Fan box to your web pages and the Facebook Comments App on your blog.

Follow customers on Twitter. They will likely respond with a retweet of your product tweets or share the content. Optimise your company’s Facebook page for search engines. You will find even more tips and tricks in the guide on Optimising your company’s Facebook page for search engines.

This whole “SEO theme” may sound daunting, but it is not necessarily so. Do it one step at a time, invest one hour per day learning about the topic, and the results will be worth it. SEO results are not seen overnight, but they do. It is an eternal process but also a good investment.


According to an e-commerce think-tank, the internet has opened new opportunities for economies to become more productive, expand entrepreneurship opportunities and boost inclusive economic growth. Don’t you have an e-commerce business yet? Why is the use of one? The culture of buying and selling goods and services is changing rapidly in the world market, and consumers are the ones who impose the guidelines.