How to Execute a Results-Driven
SEO Strategy
for E-Commerce & Amazon FBA
w/ Empire Flippers
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• Part of your business relies on organic traffic
• Some of your competitors are doing better than you
• You want to further develop your business
• You want to get more coverage
• You want to make more money
This Is for YOU!
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• Quick Dive into SEO
• SEO Strategy for E-Commerce
• Real-Life Success Stories
• Key Takeaways
• Q&A
Agenda
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The Search Initiative, Who?
✔TheSearchInitiative.com
✔Co-founded by Matt Diggity
✔Technical SEO Agency
✔2 Main Offices
✔50 Staff Members
✔E-Commerce, FBA, Affiliates
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Matt Diggity, Who?
✔DiggityMarketing.com
✔LeadSpring LLC
✔The Search Initiative
✔Chiang Mai SEO Conference
✔Authority Builders
✔Diggity Links (c. 2018)
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Rad Paluszak, Who?
✔Director of SEO at TSI
✔Oversees hundreds of campaigns
✔Highly Technical SEO
✔Speaker at Chiang Mai SEO
✔Software Engineer
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Lets Begin!
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What is SEO?
Search Engine Optimisation
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PROS
● Long-term effects
● Sustainable
● Easy
● Safe if done right
● Cheap*
SEO Pros and Cons
CONS
● It’s a marathon, not a sprint
● Needs to start early
● Depends on a 3rd party (Google)
● It’s NOT easy
○ but it is
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No content
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SEO Strategies
for E-Commerce and FBA
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● Website that sells
● Contains products
● Is available on the Internet
● Gets organic traffic
○ You Can SEO on Amazon
E-Commerce and FBA in terms of SEO
E-Commerce
=
FBA
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● Slow Website
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
● Empty Pages
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
● Empty Pages
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
● Empty Pages
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
● Empty Pages
● “Snippets Not Featured”
E-Commerce SEO Mistakes
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● Slow Website
● Bloated Google Index
● Duplicate Content
● Empty Pages
● “Snippets Not Featured”
E-Commerce SEO Mistakes
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Do All The Things!
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Case #1
63.96% Increase In Traffic
In 10 Months
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● Affiliate site with online courses
(creative hobbies).
● Site has lots of free content to
attract traffic and build niche
authority
Client Characteristics
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1. Competitor domains with much higher authority
1. Competitors are longer established in the niche.
1. Keyword cannibalisation.
1. Thin content bloating the index.
Client Challenges
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Architecture
● Content audit
● Content freshness (date updates)
● Internal link building to priority pages
● Navigation and menu rework
● Hx tags deduplication
● Topical clustering
Onsite And Technical Checklist
Technical
● Index cleanup
● Correct www & https redirect
● Mobile version fixes (desktop RWD)
● Site speed (21 → 79)
● Internal redirects removed
● Content optimisation with Surfer SEO
● Reduction of ads
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● Outreach Preparation
○ Outreach content created
○ Infographics in production
● Backlink Audit
○ Old unnatural links removed to clean up backlink profile
○ Competitors reviewed for link strategy and opportunities
● Outreach Strategy
○ Anchor text strategy and link plan devised
○ List of broken links created for link insertion
○ Branded mentions gathered
Strategies Deployed
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Client site improved from 1,553 to 7,576 users a week - 387.83% Users Growth
Results - Organic Traffic (GA)
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5 months in vs last 5 months
63.96% in organic sessions
50.73% in users
52.37% in new users
Organic Traffic (GA)
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Traffic increase 87,554 in the first 5 months to 143,556 in the last 5 months:
50,73% Traffic Growth
Organic Metrics - GA
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Case #2
+27% Traffic (Quick Results)
in Vaping Niche
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Client Characteristics
• Competitive site in the vaping niche
• Ranking 5-10 in SERPs for high volume keywords
• Client joined in September following a decline in organic
traffic after algorithm update
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Technical
● Page speed
● Indexed cleanup
● Navigation restructured to help valuable, but
orphaned pages
● Menu optimised to improve user journey
● Non-essential pages blocked in robots.txt
Technical And Offsite Checklist
Offsite
● Disavowed toxic links
● Competitor anchor texts analysed
● Link strategy plan created
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Strategies Deployed
● Content gap analysis
● Content quality check on core pages
● SERP language and intent analysis
● E-A-T Improvements - Author boxes and content alterations
● Internal Link Improvements
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Featured snippets are displayed
at the top of Google SERPs.
They provide users with concise answers
to their questions.
Onsite Big Win - Featured Snippets
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Google generates featured
snippets with web pages
that best match user intent.
Optimisation methods might differ on the
keyword-by-keyword basis.
Onsite Big Win - Featured Snippets
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● 100% Return to original Traffic by
December
● 80% Return through gathering
Featured Snippets
● 15% Return through Content
Creation
● 5% Return through Internal
Linking
Results
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Case #3
112% Increase in Revenue
Over a 8 Month Period
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Client Characteristics
• E-commerce client in a small B2B furniture sale and equipment hire niche.
• Targeting the UK market in specific locations.
• Before joining TSI, client didn’t treat SEO as a priority.
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Technical
● Google Index Management
● HTTP Pages and URL Parameters
● Cleaning Up Legacy Strategies
● Adding Internal Links To Existing Content
● Topical Clustering
Technical And Offsite Checklist
Offsite
● Spammy Backlink Disavow
● Competitor Link Analysis & Outreach
● Infographic Outreach
● Local Citations
● Brand Building
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Strategies Deployed
● Improved User Experience
● Content Strategy
○ Evergreen, Algorithmically Optimised Blog Content
○ E-A-T and E-commerce Content
○ E-commerce Content & User-Intent
● Page-by-Page Product & Category Page Analysis
● Internal Link Building
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● 452.59% Increase in Users
● 417.29% Increase in Sessions
● 637.8% Increase in Top 100 Keywords
● 112% Increase in Overall Revenue
○ From $43k a month to $91k a month
Results Summary
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● Treat your project as a real
business
● Incorporate SEO into your
marketing plan ASAP
● SEO is easy, despite it’s not
● SEO has a huge monetary potential
Key Takeaways
● Hire the right people who can
deliver results-oriented strategies
● Sometimes big wins in SEO come
through little efforts
● Do All The Things!