Slide 1

Slide 1 text

How to Execute a Results-Driven SEO Strategy for E-Commerce & Amazon FBA w/ Empire Flippers

Slide 2

Slide 2 text

• 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!

Slide 3

Slide 3 text

• Quick Dive into SEO • SEO Strategy for E-Commerce • Real-Life Success Stories • Key Takeaways • Q&A Agenda

Slide 4

Slide 4 text

The Search Initiative, Who? ✔TheSearchInitiative.com ✔Co-founded by Matt Diggity ✔Technical SEO Agency ✔2 Main Offices ✔50 Staff Members ✔E-Commerce, FBA, Affiliates

Slide 5

Slide 5 text

Matt Diggity, Who? ✔DiggityMarketing.com ✔LeadSpring LLC ✔The Search Initiative ✔Chiang Mai SEO Conference ✔Authority Builders ✔Diggity Links (c. 2018)

Slide 6

Slide 6 text

Rad Paluszak, Who? ✔Director of SEO at TSI ✔Oversees hundreds of campaigns ✔Highly Technical SEO ✔Speaker at Chiang Mai SEO ✔Software Engineer

Slide 7

Slide 7 text

Lets Begin!

Slide 8

Slide 8 text

What is SEO? Search Engine Optimisation

Slide 9

Slide 9 text

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

Slide 10

Slide 10 text

No content

Slide 11

Slide 11 text

SEO Strategies for E-Commerce and FBA

Slide 12

Slide 12 text

● 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

Slide 13

Slide 13 text

● Slow Website E-Commerce SEO Mistakes

Slide 14

Slide 14 text

● Slow Website ● Bloated Google Index E-Commerce SEO Mistakes

Slide 15

Slide 15 text

● Slow Website ● Bloated Google Index E-Commerce SEO Mistakes

Slide 16

Slide 16 text

● Slow Website ● Bloated Google Index E-Commerce SEO Mistakes

Slide 17

Slide 17 text

● Slow Website ● Bloated Google Index ● Duplicate Content E-Commerce SEO Mistakes

Slide 18

Slide 18 text

● Slow Website ● Bloated Google Index ● Duplicate Content E-Commerce SEO Mistakes

Slide 19

Slide 19 text

● Slow Website ● Bloated Google Index ● Duplicate Content E-Commerce SEO Mistakes

Slide 20

Slide 20 text

● Slow Website ● Bloated Google Index ● Duplicate Content ● Empty Pages E-Commerce SEO Mistakes

Slide 21

Slide 21 text

● Slow Website ● Bloated Google Index ● Duplicate Content ● Empty Pages E-Commerce SEO Mistakes

Slide 22

Slide 22 text

● Slow Website ● Bloated Google Index ● Duplicate Content ● Empty Pages E-Commerce SEO Mistakes

Slide 23

Slide 23 text

● Slow Website ● Bloated Google Index ● Duplicate Content ● Empty Pages ● “Snippets Not Featured” E-Commerce SEO Mistakes

Slide 24

Slide 24 text

● Slow Website ● Bloated Google Index ● Duplicate Content ● Empty Pages ● “Snippets Not Featured” E-Commerce SEO Mistakes

Slide 25

Slide 25 text

Do All The Things!

Slide 26

Slide 26 text

Case #1 63.96% Increase In Traffic In 10 Months

Slide 27

Slide 27 text

● Affiliate site with online courses (creative hobbies). ● Site has lots of free content to attract traffic and build niche authority Client Characteristics

Slide 28

Slide 28 text

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

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

● 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

Slide 31

Slide 31 text

Client site improved from 1,553 to 7,576 users a week - 387.83% Users Growth Results - Organic Traffic (GA)

Slide 32

Slide 32 text

5 months in vs last 5 months 63.96% in organic sessions 50.73% in users 52.37% in new users Organic Traffic (GA)

Slide 33

Slide 33 text

Traffic increase 87,554 in the first 5 months to 143,556 in the last 5 months: 50,73% Traffic Growth Organic Metrics - GA

Slide 34

Slide 34 text

Case #2 +27% Traffic (Quick Results) in Vaping Niche

Slide 35

Slide 35 text

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

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

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

Slide 38

Slide 38 text

Featured snippets are displayed at the top of Google SERPs. They provide users with concise answers to their questions. Onsite Big Win - Featured Snippets

Slide 39

Slide 39 text

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

Slide 40

Slide 40 text

● 100% Return to original Traffic by December ● 80% Return through gathering Featured Snippets ● 15% Return through Content Creation ● 5% Return through Internal Linking Results

Slide 41

Slide 41 text

Case #3 112% Increase in Revenue Over a 8 Month Period

Slide 42

Slide 42 text

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.

Slide 43

Slide 43 text

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

Slide 44

Slide 44 text

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

Slide 45

Slide 45 text

● 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

Slide 46

Slide 46 text

● 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!

Slide 47

Slide 47 text

Thank You! [email protected]