There are a lot of different factors that Google evaluates when deciding where your subscription box website will rank in the search engine results. But in the end, by far, it’s content that helps you rank better and more often to increase your search engine visibility than any other tactic.
For subscription box companies or any e-commerce company, we find that a two-pronged approach to SEO works best. This is a content strategy that we have seen move the needle over and over.
Subscription Box SEO Strategy 1 – Focus On Your Products
Our first strategy for better subscription box SEO is to focus on the product itself and focus on increasing visibility for direct searches about your product. This strategy has several components which will each be addressed with content.
Brand Name Searches – It’s likely that most subscription box websites do a pretty good job at utilizing their brand name throughout the website. But there are a few places where you can reinforce your brand on the website that may help with SEO and search visibility.
- Title Tags – If you have a well-known brand or are doing advertising online or in traditional media, you definitely want to reinforce your brand in the title tags. Be sure to also add text about the specific page in the title tag and include your targeted keyword too. Keep the title tag to 72 characters including spaces so that it doesn’t get cut off by Google when it shows up in the search results.
- Description tags – This tag should be a call to action, tell them what’s on the page and why someone should click the search result to get to the page. This is another great place to reinforce your band name.
Product Category Searches – Depending on the types of products you include in your subscription box you may want to include product category pages. Depending on the results from keyword research, you’ll likely find some ideas to create pages on your site about the categories of products you carry. Just don’t forget the calls to action.
Specific Product Searches – You should have a presence on your site with your most popular individual products. This page should have a lot of specific information about the specific product but also include multiple calls to action. These calls to action should go to a landing page that includes the specific product in the images for your box. Keep the consistency of what attracted your prospect in the first place. Keep it targeted.
Subscription Box SEO Strategy 2 – Focus On Your Subscriber
With an e-commerce website, the low hanging SEO fruit is focusing on the specific product and going right for the sale. Unfortunately, there is a large group of people who have some interest but are not yet ready to buy. They may not even realize that they want a subscription box. Here’s how to turn those people into your subscribers using SEO.
Define Your Ideal Prospect
Really dig in and detail who your ideal prospect is. What are the problems you solve for them? What kind of questions do they ask? What’s their lifestyle like? We even give them a name and a picture so that we think about that specific person as we do keyword research or create content. Google “persona” or click here to see more on identifying and documenting your ideal prospect.
When you get this locked down a much higher percentage of the people you attract to your website will already be your ideal prospect. When the top of the funnel is targeted and bigger, the bottom is bigger and way more profitable.
Create Content That Attracts Your Ideal Prospect
Once you’ve finalized your persona you need to do keyword research around the things they commonly search for. Then you can select some keywords and create regular content for them.
We generally like to choose 5 or 6 keywords to focus on for a three month period. We are creating one 600 word blog post per week every week. This will give you 2 or 3 blog posts for each keyword. Google likes to see a volume of content around a subject, so having multiple pages about a subject can help your website visibility.
Keep your content helpful and educational. No sales pitches. These prospects are not ready to buy so don’t scare them off by going into “buy now” mode. People buy when they’re ready. When you try to sell before they’re ready they push back and you lose them.
These posts should be helpful and educational for your prospects. They should also include calls to action about your product and the opportunity to get more helpful or educational information. The second call to action can send people into a lead nurturing marketing automation to get them to become buyers.
SEO Results You Can Expect
Not every piece of content you create will shoot right to number one on Google. But there is value in having a broad ranking profile. When you have pages that rank on page two or three in the Google search results, those pages can be further optimized to move up to the first page.
With onsite SEO optimization and consistent targeted content production, we usually double traffic to a website within the first year. This increase can be extremely powerful when all of the new people are your ideal prospect.
If you need help building an SEO strategy for your Subscription Box company, reach out to us. We have over 20 years of experience as award-winning subscription marketers and SEO experts. Call us (973) 770-4668.