Ecommerce SEO Experience
Bringing uniqueness and value to what is a vanilla Magento, Shopify, K3, ATG, Demandware / Commerce Cloud or WebSphere site is vital. For brands such as Hobbycraft, this USP comes from their active and much-loved Arts & Craft blog. With articles mixing free print-offs, guides and lessons, with occasional product links, it becomes a brand builder as well as an SEO asset and traffic driver. ASOS, Firebox and Fab use the need for unique product descriptions, as an excuse to inject humour and wit into their sites. It ultimately makes the potential buyer happy and more likely to convert.
Working with many ecommerce brands, I often find that their needs fit into one of five silos:
- Replatforming – performing an ecommerce platform migration, while keeping and ideally improving existing SEO traffic. This can be a difficult task that often goes wrong without specialist help. URL changes, code differences and site restructuring can all dramatically affect Google rankings and traffic.
- New Website Launches – creating the perfect launch strategy for a new ecommerce brand or in a new market. An excellent opportunity to build the perfect site architecture, content, internal linking and conversion points from the start.
- Customer Acquisition – increasing the amount of convertible traffic from SEO. This includes attracting customers at every stage of the buying cycle using different keyword groups and content based on their intention. Getting a potential customer’s attention at the start of the buying cycle makes them brand aware but can also increase your future Google rankings for that user (personalisation).
- Ecommerce CRO – Increasing the conversion rate of traffic into revenue from every area of the store. CRO and SEO are intertwined, with Google rewarding sites that users visit and don’t click back from. It also increases the revenue potential from a finite pool of SEO traffic.
- Measurement & Analytics – Using data to identify weaknesses in a store and potential new revenue sources. This can include finding new product ambassadors/influencers, a section of the site that is performing poorly, using internal link equity to boost high revenue/profit items, attribution modelling and measuring marketing channel performance.