1. Optimise your navigation to drive traffic & sales
SEO, conversion, and user experience (UX) are not separate, they're highly interconnected and should be treated as such.
How many clicks does it take from the homepage to get into a product page?
Other than existing collections, how do your customers navigate and search for products? By Size? Colour? Type? Material?
This changes your entire shopping flow, making it easier for your customers to find, filter, and buy products. That means more sales and revenue.
Take "floor tiles", as an example, in the UK it has a traffic value of $288,000/yr for the top ranking site. But add up the top 30 keywords in this category like "kitchen floor tiles", "bathroom floor tiles", "vinyl floor tiles", etc. Now the total traffic value is $5,738,940/yr.
That's a 20x bigger total addressable market (TAM) by improving your site structure and navigation.
2. Restructure your pages for UX
How can you add content to your collections or products without negatively impacting conversions?
How do you navigate to subcategories without clogging up your main menu with endless links?
How does your collections showcase your products compared to competitors? Is there additional info to display? More products pre-pagination?
These are all questions that impact both the user shopping experience, but also your search traffic.
We'll plan all this out based on your specific site and audience, then design Figma mockups to show our ideas ready for your developer.
3. Conduct a deep-dive audit to identify traffic opportunities with existing pages
Your website has a treasure trove of SEO data hiding in Google Search Console, Google Analytics, your sitemap, and third party tools like Ahrefs, SEMRush, and Screaming Frog.
When this is combined and analysed manually on a page-by-page basis, you're able to understand the traffic/revenue, traffic source, opportunities, issues, and growth steps for every single page.
This is then clustered and prioritised as action items to implement.
You'll know exactly which pages to work on, what to do for each page, and the traffic value potential for each of them.
4. Create a traffic value prioritised list of new collections to create
During our auditing, site restructuring, and research we're likely to identify 30-50+ new collection opportunities.
These are new collections we can create to better filter and navigate through existing products e.g. sell "protein powders", add a "chocolate protein powders" collection.
From this list, we'll deep-dive into each page idea to compile the traffic value, competition levels, and overall opportunity to prioritise creation of these collections.
At this stage, you'll probably find out you're missing out on hundreds of thousands of dollars a year (if not millions) in traffic potential.