How Ecommerce SEO Consulting works
Ecommerce SEO is one of the most complex SEO strategies to grasp. Most E-Commerce SEO services still rely a lot on adding comments to comment sections on other websites (it is called Comment SPAM). This will add a lot of irrelevant links from sites to a website. I am personally not a big fan of this approach as besides spamming the web, it does not give the good results. In the following paragraph, I like to share with you what my approach is.
Ecommerce website has a large number of products. The first step will be to find a product that has 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. But the thing is, you cannot look at sales level demand, as it is the same thing as saying this product doesn’t sell well when it is not available on the sales floor.
The first few of those products can bring a large SEO return on investment and allow the business to reinvest the profits into an SEO for the other products or other terms. This approach allows for a strong growth spur for online sales.
How to measure ROI of SEO and PPC
The calculation to measure your SEO or PPC (pay per click) return on investment (ROI) can be a tricky thing. I often see how a small mistake in this calculation can set up a business for a failure instead of a success.
Let us do some basic maths with the following example:
We spend £1 in advertising
To Sell a product at £2
A correct way to calculate your Return On Marketing Investment (ROMI) would be first to know the profit margin of this product. For this example, the product has a profit of 60 pence.
This means by spending £1 to sell a product at £2 that only has a £0.60 profit would cost the business £0.40.
This would be a loss!
Now the wrong way of doing this is to think that spending £1 in Ads to make a sale of £2 would be a 200% ROI, but the example above shows that ROI, in this case, is -40%. Sadly this is how a lot of businesses set themselves up for failure.
The main problem with the most Ecommerce sites
The main problem with the most E-commerce sites, you can see it all over the internet, is that those websites include product information data only from the manufacturer and most of the time do not include full specifications. Duplicate content is a serious issue in E-commerce. Most businesses do not take their own photos of products or write their own product descriptions, so by fixing the on page content by adding a unique content can boost rankings dramatically.
It is also important for an SEO Consultant to work with the website developer to come up with an action plan to get the most On page SEO problems solved with the least amount of manual work.
Product Page Content
Ecommerce product page content has a number of purposes:
1. To inform the buyer
2. To sell a product
3. For Search Engine Optimisation.
Yes, that is correct, the product page content can be done purely for an SEO, but will only make sense if a website has enough of the first two, then this will be the easiest one to do.
However, in the worst case scenario if the business does not have a good product content, writing good SEO sales copies and taking pictures of every product can take a long time (for examples it can take up to a year if you sell 6,000 products). Though doing this for the best margin products might give you the best results. In this case just follow the 80/20 rule, where 20% of the products create 80% of the revenue. Knowing this you should not feel overwhelmed with a task at hand such as creating better content, as you need to concentrate initially only on Ecommerce SEO for 20 % of your products.
Optimising an Ecommerce website for Search Engines
As you probably understood from the content above, optimising an Ecommerce website for a search can take time, requires a detailed product knowledge, and preferably access to the products. For that reason, with most of my ecommerce clients I train an in-house member of staff to do the task of content creation. Usually, it is an in-house PPC Manager that manage PPC campaigns. If a company does not have a PPC Manager, I can provide an additional training in AdWords mastery to a chosen person, I then work closely with them guiding them through the process of content creation, while I am concentrating on the off page SEO.
Feel free to contact me and discuss if I can help and be your Ecommerce SEO Expert. While I am based in London, remember your business doesn’t need to be based in London.