How to find new eComm opportunities in 5 easy steps

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How to find new eComm opportunities in 5 easy steps Sophie Brannon RushOrderTees speakerdeck.com/sophiebrannon @SophieBrannon

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About Me ● Director of SEO at RushOrderTees ● 7+ years industry experience ● Worked with eComm brands of all sizes in the UK, US and AU markets ● UK, EU & Global Search Awards Judge ● Industry Speaker & Author @SophieBrannon #brightonSEO

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Why Am I Doing This Talk? ● eComm Sites Are BIG ● Give You Proven Methods To Increase Visibility ● Help You To Get More Buy-In @SophieBrannon #brightonSEO

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Where Do You Normally Start? @SophieBrannon #brightonSEO

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Where Do You Normally Start? @SophieBrannon #brightonSEO

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Where Do You Normally Start? @SophieBrannon

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Category / Subcategory Pages @SophieBrannon Main head terms = most volume* *most of the time #brightonSEO

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Category / Subcategory Pages **If you can get it ranking @SophieBrannon Most volume = most traﬃc** #brightonSEO

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Category / Subcategory Pages ***depending on intent @SophieBrannon Most traﬃc = most sales*** #brightonSEO

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Category / Subcategory Pages ****literally always @SophieBrannon Most sales = happy stakeholders**** #brightonSEO

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Product Pages Product sales through organic = revenue = ROI @SophieBrannon #brightonSEO

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Product Pages But consider the longevity of the products @SophieBrannon #brightonSEO

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Information Architecture Internal linking, quick wins & long term strategy @SophieBrannon #brightonSEO

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@SophieBrannon

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But then what? @SophieBrannon #brightonSEO

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Broader visibility = more relevant traﬃc @SophieBrannon #brightonSEO

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People are taking longer to convert @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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You can better collaborate with other marketing channels @SophieBrannon #brightonSEO

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SERP changes mean you need to be as visible as possible @SophieBrannon #brightonSEO

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Let’s Dive In! @SophieBrannon #brightonSEO

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Competitor Analysis & Content Gap 1. @SophieBrannon #brightonSEO

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Uncover keywords you’re missing out on @SophieBrannon #brightonSEO

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Don’t just run a content gap analysis through a tool and call it a day @SophieBrannon #brightonSEO

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Better understand intent behind different terms @SophieBrannon #brightonSEO

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Bring new categories and products to market @SophieBrannon #brightonSEO

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Manually review competitor content @SophieBrannon #brightonSEO

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Think about every stage of the funnel and map the user journey @SophieBrannon #brightonSEO

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Filters are a hive of opportunity @SophieBrannon #brightonSEO

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Don’t Forget Your PDP’s! 2. @SophieBrannon #brightonSEO

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According to the poll, product pages are often prioritized by SEO’s @SophieBrannon #brightonSEO

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This isn’t always the case @SophieBrannon #brightonSEO

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Duplicate Content @SophieBrannon No Content Crap Content #brightonSEO

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@SophieBrannon https://seotesting.com/blog/what-is-a-product-display-page/

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@SophieBrannon https://seotesting.com/blog/what-is-a-product-display-page/

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You don’t need 1000’s words of content on a PDP @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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Long-Tail Blog Content 3. @SophieBrannon #brightonSEO

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It’s not just for SAAS! @SophieBrannon #brightonSEO

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The opportunity lies in: ● Pushing your products ● Capturing long-tails by answering questions ● Working with product merch teams & other marketing channels to align @SophieBrannon #brightonSEO

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Use it to be plugged into the buyer’s journey @SophieBrannon #brightonSEO

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Monitor industry trends, events, and seasonal changes @SophieBrannon #brightonSEO

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Consider how users might phrase queries conversationally @SophieBrannon #brightonSEO

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Build topical relevancy @SophieBrannon #brightonSEO

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SEO is an assist @SophieBrannon #brightonSEO

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Big brands don’t disappear from Google @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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Customer Feedback & FAQs 4. @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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That doesn't remove how valuable FAQs are for users. @SophieBrannon #brightonSEO

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Monitor social channels, forums & online communities @SophieBrannon #brightonSEO

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Content should always be user ﬁrst @SophieBrannon #brightonSEO

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Content Performance Reviews 5. @SophieBrannon #brightonSEO

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Biggest wins can come from understanding your existing performance @SophieBrannon #brightonSEO

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@SophieBrannon #brightonSEO

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Identify high performing pages that could do with a little push @SophieBrannon #brightonSEO

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Does this include everything my customer would need to know, if this is the ﬁrst page they see? @SophieBrannon #brightonSEO

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Regularly review strategy to pick up changes in intent, performance, and search landscape @SophieBrannon #brightonSEO

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Summary @SophieBrannon #brightonSEO

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Summary Where you start will be unique to your site @SophieBrannon SGE is bringing more prominence to PDPs & blogs & branding #brightonSEO

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Summary Competitor analysis and content gap can help you ﬁnd new market opportunities @SophieBrannon Set up tracking on your ﬁlters to gain more understanding of intent #brightonSEO

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Summary PDPs are your core conversion point, optimize it! @SophieBrannon Build topical relevancy through your blog #brightonSEO

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Summary Build brand awareness & EEAT through your blog @SophieBrannon Remember, big brands don’t get lost on SERPs #brightonSEO

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Summary Leverage customer service teams, product merchandising & other departments for FAQs & user-ﬁrst content @SophieBrannon #brightonSEO

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Summary Your biggest wins are likely to come from moving up a few positions for big head terms @SophieBrannon Regularly review your strategy for changes in intent, performance & SERPs #brightonSEO

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@SophieBrannon Thank You!