Increasing seasonal organic traffic
Planning & execution of seasonal trends to increase website sales through peak periods.
Improving Organic Revenue Acquisition
Driving ecommerce sales through an increase in organic acquisition through improving technical and content marketing.
Content Marketing for International Markets
Planning, design and execution of content marketing campaigns for new international target markets.
Seasonal & Core Product Strategy
Implementing and executing Ecommerce SEO strategy to target core and seasonal organic traffic demand.
Google is a significant traffic source and revenue driver for most online stores. To maximise this opportunity, Ecommerce SEO should be a central part of your ecommerce marketing plan and budget. I have worked with a wide variety of clients, from small Shopify and Magento stores up to global retail giants such as ASOS, John Lewis, M&S, and boohoo.
Competition is fierce, not only within a given niche but with Google pushing their Shopping Ads in search results and Amazon ranking top for countless product names and categories.
Last year, ecommerce sales in the US were estimated at $517bn and £137bn in the UK. It’s also expected to rise from 13% to 17.5% of total retail sales worldwide by 2021 — a growing global marketplace, but with an increasing number of competitors as well.
Barriers to entry are getting smaller, with simple ecommerce platforms helping small start-up shops compete against big brands with problematic legacy platforms. Dropshipping and Alibaba in China have removed the need to own stock or have an offline presence. Instant merchant accounts from Stripe and PayPal allow anyone to accept credit card payments online.
For large retailers and online brands, SEO is very much dependent on which ecommerce solution their CTO has chosen. Omnichannel (integrated online and offline), SLAs and smooth sales pitches can overshadow a website’s most significant chance for success – SEO visibility.
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.
PLPs (Product Listing Pages)
PLPs (Product Listing Pages) can lack content to rank for product category keywords. Similar PLPs (e.g. Boots, Women’s Boots, Women’s Ankle Boots) result in Keyword Cannibalisation, with the pages fighting against each other for rankings. Filtering, sometimes called Faceted Navigation, can also cause thousands of unnecessary pages to be indexed.
PDPs (Product Detail Pages)
PDPs (Product Detail Pages) should be an ecommerce store’s greatest asset, but also tend to suffer on larger sites. Product descriptions taken straight from the manufacturer or packaging, mean that the site must compete against every other merchant using the same content. Trendy frontend functionality such as Angular, React, Ember and Vue might look good, but cause Google problems with seeing and indexing content. Then there’s the dilemma over what to do with seasonal and out of stock product pages.