How eCommerce SEO works
Most eCommerce SEO services still rely on adding comments to comment sections on other websites (Comment SPAM). This will add a lot of irrelevant links from external websites to an eCommerce website. We are not big fans of this approach as besides spamming the web, it does not really give good results.
Improving SEO for Product Offering
An eCommerce SEO is one of the most complex SEO strategies. An eCommerce website has a large number of products. The first step to successful SEO is to find a product with the biggest margin and a high search volume. Sometimes the search results for chosen products might be not so high, and the business may believe that the demand for the product is not there. However, the business should not look at sales level demand if the product is not searchable. Otherwise, it is the same as saying this product doesn’t sell well though unavailable on the sales floor.
A few of those products can bring a good SEO return and allow the business to reinvest its profits for other products and other keywords. This approach enables stronger growth in online sales.
How to measure ROI of SEO and PPC
Measuring the return on investment (ROI) on SEO or PPC (pay per click) can be tricky. We often see how a small mistake in this calculation can set up a business for failure instead of success.
Let’s review a basic example:
- We spend £1 on advertising – to sell a product at £2
To calculate your Return On Marketing Investment (ROMI), we first need to know the profit margin. For this example, we will assume that the product cost is £1.40.
Product price = £2
Product cost = £1.40
Advertising = £1
Profit = -£0.40
This example shows that it will cost the business £0.40 to sell the product! Therefore, the ROI would be -40%.
The wrong way to calculate this is assuming that spending £1 on marketing to make a sale of £2 would be a 200% ROI.
Importance of the Product Information
The main problem with most eCommerce sites visible all over the internet is that most websites include product information data from the manufacturer only and do not include full specifications. Duplicate content is a severe issue in eCommerce. Most businesses do not take photos of products or write their own product descriptions.
Fixing the on-page content by adding unique content and photos of the product will dramatically boost rankings. An SEO consultant must work with the website developer to set up an action plan to resolve on-page SEO issues.
Product Page Content
The purpose of the eCommerce product page content is as follows:
1. To inform the buyer
2. To sell a product
3. For Search Engine Optimisation
Once the first two are set well, it will be effortless to amend the product page content for an SEO. However, if the business does not have good product content that informs the buyer and sells the product, then writing good SEO sales copies, taking pictures of every product can take a long time (for example, it can take up to a year if the business sells 6,000 products).
If your business lacks good product page content, we advise starting with the best margin products and following the 80/20 rule, where 20% create 80% of the revenue.
Optimising an eCommerce site for Search
Optimising an eCommerce website for a search can take time, requires detailed product knowledge, and preferably access to products. For that reason, with most of our eCommerce clients, we train an in-house staff member to create the best content. Usually, it is an in-house PPC Manager that manages PPC campaigns. If a company does not have a PPC Manager, we can provide additional training in AdWords mastery.
We then work closely with them, guiding them through the content creation process while concentrating on off-page SEO.
Feel free to contact us and discuss how we can help and be your eCommerce SEO Experts.