We were approached by an ecommerce company that sold mostly to businesses. They had an active and successful pay per click advertising program but were interested in an organic SEO strategy that would add to the successful advertising campaigns and generate additional quotes for orders.
Because their customers usually ordered multiple products and there were many style options, they didn’t sell directly on the website. However, their website was set up exactly like most ecommerce sites. It included thousands of products in a wide variety of categories. So they had the typical product detail page for each and every product and category pages that logically grouped similar products.
Even though their conversion action was a quote request instead of an actual purchase, our ecommerce SEO strategy killed it and sent their numbers through the roof very quickly. The results were much faster than what we normally see and just want to warn you that these are exceptional growth metrics so we’re unable to guarantee these results for others. We do guarantee that we will increase whatever goal metric works best for your company.
Heres’ what we did:
Competitive SEO Audit
Our first step, as always, is a competitive SEO audit that reviews the client’s and up to three of their competitors. We analyze the sites for everything that Google evaluates when they consider pages for ranking in the search engine results.
We look at technical issues and errors with the websites, page load speeds, technical SEO elements like title, desc and H1 tags, page content, usability and conversion optimization. We also review all of the keyword rankings and inbound links for all of the websites.
The competitive SEO Audit guides our strategy after we have identified strengths, weaknesses, and opportunities.
Keyword Research And Onsite Content Optimization
After evaluating the competitive SEO audit findings, defining the target audience through the development of a targeted persona and leveraging the client’s existing PPC keyword data we started doing deep dive keyword research.
Once the keyword research was done, we created a plan for optimizing the individual product pages, the product category pages, and the home page. These optimizations included improving the tags on each page and adding target keyword-focused copy.
We focused on product targeted content and optimizations for the site and product pages.
The second part of our SEO strategy was focused on creating targeted keyword focused content that was meant to not sell the product directly but to attract the buyer to the site. Not everyone is ready to buy immediately. When you can get your target audience to the website before they’re ready to buy, you can nurture those leads and they often turn into buyers.
These results were achieved in a six-month time frame. They are exceptional results for such a short period of time, but they show the power of a targeted SEO strategy for ecommerce companies.
Keyword Rankings – When we started out this client was only ranking for one of the keywords on our targeted keyword list. In just six short months, 99 keywords on our target list were ranking on Google.
Traffic To The Website From Organic Search – Their organic search traffic was almost non-existent when we started. The website was getting less than 300 visits from organic search results.
After 6 months of optimization and targeted content, they were getting over 3,000 organic visits a month. That’s a 10x increase in targeted organic prospects.
Conversions From Organic Search – Here’s where the rubber meets the road, the actual business that came from our SEO work. Their number of conversions for a quote request increased by 1,300% in just six months. Organic search was producing a few quote requests each month. After our SEO processes were in place organic search became a full fledged revenue generating source.
Ecommerce Metrics – We also helped them to understand the value that each of their channels had in the purchase paths. Many people will have multiple paths to conversion. Understanding these paths and how to shorten them or leverage them to increase sales can really move the needle for an ecommerce company.
If you need help with SEO for your ecommerce company. We’d be happy to help. Email [email protected] or give us a call at (973) 770-4668.