Ecommerce SEO Services

An initial audit of your Ecommerce store is our first port of call. We will crawl and audit your website using third-party SEO tools, as well as examine your current traffic and website performance through first-hand reporting tools like Google Search Console, Google Analytics, and your CMS backend.

The goal of an initial audit is to uncover your current website performance, what’s working, and where the opportunities lie. We look at the technical, on-site, off-site, content, and a whole host of other factors on your website. The end goal of the audit is to understand your current performance, what is holding you back, and what we need to do in order to improve your organic search performance.

How we approach product page optimisation will depend on whether you resell products from other brands, or whether you sell your own products under your own brand name.

How we optimise for well-known products

When we optimise well known products for ecommerce retailers who sell products from other brands, we focus on how users find those products.

For a consumer with low-level intent, they may search by the product name or description. For highly educated and motivated customers, they may search by the product SKU or other specific product differentiators. We optimise product pages for users at all stages of knowledge and research.

How we optimise own-brand products/new products

When we optimise for new or upcoming brands that may not have product loyalty just yet, we optimise product pages in-line with SEO-first search terms.

I.e. if you sell a Beard Balm under the name “Waxy Pete’s Formula”, we don’t optimise it for those keywords. Instead, we may look to align it with unique product features such as “Beeswax Beard Balm” or another keyword that aligns with what makes that product unique.

Product page optimisation isn’t a one-size-fits-all strategy. We consider the unique needs of your products to determine how we market them to consumers.

Your category pages or collection pages (if you’re on Shopify) are usually the backbone of an e-commerce SEO campaign.

We optimise category/collection pages for a number of reasons, including:

• They capture users with broad search intent – ideal for SEO
• They are a good place for users to land and explore your product range
• They are evergreen. Unlike product pages which become defunct when the product is discontinued or out of stock, you can continue adding to collection pages.
• They provide a positive shopping experience for your customers

Unlike product pages which can be dynamic depending on stock and availability, collection/category pages are static. They remain consistent and are an ideal springboard for creating evergreen ecommerce pages that you can continue to add to and build on over time.

Keyword research is essential for understanding how your customers are searching for the goods that you sell and how we can position your brand in front of them when they are looking for those products.

As mentioned above, the way that we market product pages and category pages is different. When it comes to keyword research for product pages, we tend to keep things simple and optimise for how users find those products. On the other hand, when we optimise category pages, we go into more depth with keyword research to ensure those categories are aligned with how users search.

Keyword research for ecommerce is not a set and forget activity. The way that users search is always changing. As such, we need to adapt and ensure that we are positioning your brand in front of customers in-line with those changes. Keyword research also means looking at how your competitors are positioning their product collections to customers. The types of keywords that they are using, the category pages that they have, and ensuring that we are bridging any gaps that may exist.

Content is the key to long-term ecommerce SEO success.

When it comes to an ecommerce website with hundreds or even thousands of pages, the idea of managing and allocating content can be overwhelming. We work with our clients to prioritise and efficiently allocate content resources for maximum impact. By focussing on high-value pages, our team of in-house SEO copywriters will create content that has a positive impact on rankings and user experience.

When it comes to ecommerce SEO, content isn’t just about product and collection pages. We work with our Ecommerce clients to understand customer pain points and common questions and build out content that addresses those points. Those include:

• Buying guides
• Product comparison articles
• Product range overviews
• FAQs and educational content for categories

There is huge potential in building out informational resources that provide value to users without “selling” to them.

Off-site SEO or off-page SEO is essential for SEO performance in competitive industries.

While we don’t use traditional DA/DR domain metrics as a measure for ranking potential, there is an undeniable link between SEO performance and high-authority domains.

We work to increase the authority of key category/collection landing pages with strategic link acquisition on niche relevant websites. By working on evergreen collection pages, we ensure that we are delivering value that will continue to benefit the website and compound over time. Collection/category pages are, almost always, where we target the most competitive keywords/search phrases, so they are the best place to allocate off-site resources to increase authority and rankings that drive the right customers.