eCommerce SEO Services: How We Systematically Increase Your Organic Traffic
Step 1. Auditing
Every campaign starts with a full crawl of your website, we combine this with data from Google Search Console to put together an extensive side-wide and page-level audit of your entire website.
The goal here is to identify Technical and OnPage SEO issues and opportunities.
With eCommerce stores usually containing a large number of pages, they tend to be massively held back by technical SEO issues that occur without a deep understanding of SEO and regular monitoring.
We use inhouse tools to automate much of this data analysis and auditing, which we then prioritise based on most impactful changes and biggest opportunities, then that dictates our strategy over the coming months – starting with “bottom of funnel” i.e. your homepage, category pages, and product pages.
Step 2. Research
The auditing stage will reveal opportunities to increase overall search traffic, the next stage is to combine this with specific keywords and opportunities. This brings us to the research stage.
Your competitors likely already have the traffic that you’re looking for, so we start our research by researching your competitors and identify the top keywords (meaning: search phrases) they’re ranking for.
This is then compared against your current keyword rankings/traffic, and then formed into a plan based on quickest wins and biggest opportunities, that we can target with your homepage, category pages (possibly new), and product pages.
Common keyword expansions here include brand names, subcategories, and some filter options i.e. colours.
Step 3. Link Gap
In the final part of our learning phase, we conduct a link gap analysis, which compares your backlink profile against your top competitors to determine the best link building strategy.
By analysing data of these competitors, we can determine what works for each important keyword. These factors including number of links to the specific page, anchor text ratios, and link relevance are used to form your custom link building strategy.
Step 4. Implement
Now the initial learning phase is out of the way, we’ll have a full action-plan of every page needing optimised, every technical change needed, which keywords to prioritise, and how to build links in the most effective way.
This is usually the first 6-8 months of the campaign, potentially longer for large sites, entirely focused on increasing the buyer traffic to the bottom of funnel pages i.e. your homepage, category pages, and product pages.
Our team will then conduct page-level content audits, and either implement all of these changes for you, or work with your in-house team to follow our action plans (or a mixture of both).
The two things we don’t do in-house are:
- Content: You know your business better than us, so you can write way more compelling content than us. But if needed, we can help find and hire writers.
- Backlinks: Our sister business, Lion Zeal, builds thousands of links per month and is where we purchase all links, which you’ll be charged a flat rate for per link
Step 5. Analyse
But it’s not as simple as implementing our audit suggestions, as we’re making these changes we’re constantly measuring keyword rankings, Google Search Console data, and Google Analytics to see what is working.
This is in combination with time, as SEO can be a slow process. Hence why all our campaigns begin with a minimum 12 month contract.
As we implement these changes and monitor results, we may find certain pages perform better than expected, therefore should be prioritised. Or maybe some pages don’t improve as much as anticipated, which means we need to do further research to identify the reason.
This is the “art” behind SEO. Auditing and research gives us the recipe, but the kitchen, equipment, and other factors are never the same in SEO – that’s where our ability to analyse the data and make minor tweaks becomes hugely important.
Step 6. Expand
At this point we’ve focused entirely on the bottom of funnel, once we’ve maxed that out from a technical and onpage SEO perspective, then we shift our focus to middle and top of funnel keywords.
In short, this means coming up with a blog content plan.
This can be middle of funnel i.e. people searching for information about your products, like the pricing or use cases. Or it could be top of funnel, which is any type of informational content around your niche.
These keywords convert less buyers than BOF keywords, but allow a huge expansion of keyword targeting therefore increasing traffic, increasing revenue potential, and increasing brand awareness.
At this stage, we repeat a few of the above steps with a full content audit, keyword gap analysis, content plan, and existing content tweaks.
So... How much will this all cost me?
Like a lot of things in business, it depends.
But let’s be totally straight with each other:
We charge a flat hourly rate of £100 GBP ($130 USD) for every hour we work on your campaign. This is a fixed, pre-planned number of hours based on the size of your website and the amount of work we’ll need to do.
On the low end for eCommerce, you’re looking at 15 hours per month for very simple stores. For more complex, this can be 100 – again, it depends.
Beyond this, there’s your link and content costs
Content should be written by you, but if you don’t have in-house writers, we can help find/hire writers for you.
As for links, you’ll pay a flat-rate of $250 per link. The amount of links needed depends on the competition levels identified in our keyword research process.
But the reality is if you’d like an accurate price, the best way is to reach out to us and schedule a call. We’ll ask you a few questions, figure out if we’re a good fit, and if so, do some further research and put together a detailed plan along with pricing.