It's a common situation: you have an ecommerce website that is performing but you know can do better. You have hundreds of products, and constantly trying to optimize your pages for better SEO and conversion is impossible. You know you don't need a completely new website, but you want to revamp and re-energize your online business.
I developed the e-commerce website refresh package just for that. An SEO and merchandising update to your website to increase online visibility and drive conversion. I work with you to create an e-commerce merchandise strategy and then update your pages based on priority and potential., leaving you with a turnkey strategy and easy update templates to make updating a breeze.
For a successful e-commerce four-pillar website refresh I created a unique, four pillar approach to better identify and prioritize what content to focus on: Understanding your Business Objectives, Keyword Research and Targeting, Landing Page and Product Page Updates, and Monthly Refresh and Progress Reports.
1. Understanding Your Business Objectives:
Let's think of the business objective session as a strategic therapy session. We're here to talk about everything - the good, the bad, and the ugly - when it comes to running your e-commerce business. My goal is to get to know you and your business on a deeper level, understand your aspirations, and see how we can help you achieve them. So, let's get started and have an open and friendly conversation!
As a fellow small business owner, I know firsthand just how challenging and lonely it can feel. That's why I'm here to tell you that this call isn't about judging your business or your e-commerce skills. Instead, it's all about discovering your core values and goals and figuring out the best ways to achieve them. Having an open and honest dialogue is the first step to creating a roadmap of success.
Some questions I may ask in our session include:
What are the biggest hurdles you are facing in your business today?
How have sales trends been in the past six months?
Have you changed your product assortment over the past three months?
What is your social media presence, and do you have a social media strategy?
Have you run any promotions online or in-store recently?
How do you currently track your website traffic and conversion?
Who is your competition on a local and national level?
2: Keyword Research and Targeting Strategy
Once I've got a solid understanding of your business, it's go time! While some people might roll their eyes at the thought of keyword strategy, it's something that I absolutely love. In fact, I've developed an Ecommerce SEO keyword strategy that's completely unique and unlike anything else out there. Trust me, we'll make sure your business stands out from the crowd and reaches its full potential!
To create a top-notch Ecommerce SEO keyword strategy, I focus on five core elements: your current keywords and their rankings, your brand offerings, product categories and groups, and competitive keywords that drive navigational and transactional intent. I know it might seem like a lot to take in, but don't worry - I'll walk you through each step and explain the meaning and relevance behind each one.
Once we've got all the data we need, I compile a massive list of thousands of keywords. But don't let that intimidate you! I take each and every one of them and rank them based on their potential to attract the right customers and rank high on search engines. With my expertise, we'll create a keyword strategy that puts your business on the map!
3. Landing and Product Page Updates
Now that the strategy is in place, I get to work updating your website with refreshed content. I target your top 5 potential landing pages and 50-100 of your top potential product pages. Don't worry, we will walk through all of this before implementation takes place.
Some of the items that I look at to determine what pages to update are:
What are your top traffic landing pages and how are they converting?
What pages are not getting a lot of traffic but are converting well?
What brands and products are your customers searching most for?
What products are frequently reordered and will be active for a long period of time?
The strategy will shift depending on your business needs, but my end goal is consistent: making great, SEO-friendly content that will get new eyes to your website.
4: Monthly Refresh and Progress Reports
it takes about 3 weeks to make the updates and then we wait for the magic: the SEO juice to start and simmer. The key to having a successful SEO strategy is to constantly implement changes based on the results we are seeing. That makes SEO tracking so important in the website refresh project.
Together, we will determine what your KPIs are (key performance indicators) and I will constantly track their performance to them.
Every month, based on what is working and what is not working, I will make updates to the content until we get the perfect mix. I watch and update for three months, sending progress reports and touching base on a monthly basis.
At the end of three months, I pull together SEO update templates for you to keep. We will walk through these together and they will include plug and play content for any new product pages you create. I will identify what keywords you should be using, how you should format your product page titles and descriptions, and what internal links and product filtering you should have throughout your site.
Your traffic will be growing and you will have an easy template to use which will save you hours a week on new site content. Talk about a win!
Does this sound like something your e-commerce website may need? I would love to connect and discuss how I can help you continue to grow online through organic SEO strategies. I'd love to connect and see if we would be a fit for each other's business needs. I offer a free 30-minute consultation to connect and see if we would be a good business match, no pressures or commitments- just an open conversation.
This blog was written by Amanda Dinan, owner of Point of Sale Strategies. Amanda is an SEO Strategist and Organic SEO Consultant. She helps small retailers and brands drive traffic and increase sales on their websites.