How to Execute a Results-Driven SEO Strategy for E-Commerce & Amazon FBA

Transcript

1. How to Execute a Results-Driven SEO Strategy for E-Commerce & Amazon FBA w/ Empire Flippers
2. • 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!
3. • Quick Dive into SEO • SEO Strategy for E-Commerce • Real-Life Success Stories • Key Takeaways • Q&A Agenda
4. The Search Initiative, Who? ✔TheSearchInitiative.com ✔Co-founded by Matt Diggity ✔Technical SEO Agency ✔2 Main Offices ✔50 Staff Members ✔E-Commerce, FBA, Affiliates
5. Matt Diggity, Who? ✔DiggityMarketing.com ✔LeadSpring LLC ✔The Search Initiative ✔Chiang Mai SEO Conference ✔Authority Builders ✔Diggity Links (c. 2018)
6. Rad Paluszak, Who? ✔Director of SEO at TSI ✔Oversees hundreds of campaigns ✔Highly Technical SEO ✔Speaker at Chiang Mai SEO ✔Software Engineer
7. Lets Begin!
8. What is SEO? Search Engine Optimisation
9. 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
11. SEO Strategies for E-Commerce and FBA
12. • 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
13. • Slow Website E-Commerce SEO Mistakes
14. • Slow Website • Bloated Google Index E-Commerce SEO Mistakes
15. • Slow Website • Bloated Google Index E-Commerce SEO Mistakes
16. • Slow Website • Bloated Google Index E-Commerce SEO Mistakes
17. • Slow Website • Bloated Google Index • Duplicate Content E-Commerce SEO Mistakes
18. • Slow Website • Bloated Google Index • Duplicate Content E-Commerce SEO Mistakes
19. • Slow Website • Bloated Google Index • Duplicate Content E-Commerce SEO Mistakes
20. • Slow Website • Bloated Google Index • Duplicate Content • Empty Pages E-Commerce SEO Mistakes
21. • Slow Website • Bloated Google Index • Duplicate Content • Empty Pages E-Commerce SEO Mistakes
22. • Slow Website • Bloated Google Index • Duplicate Content • Empty Pages E-Commerce SEO Mistakes
23. • Slow Website • Bloated Google Index • Duplicate Content • Empty Pages • “Snippets Not Featured” E-Commerce SEO Mistakes
24. • Slow Website • Bloated Google Index • Duplicate Content • Empty Pages • “Snippets Not Featured” E-Commerce SEO Mistakes
25. Do All The Things!
26. Case #1 63.96% Increase In Traffic In 10 Months
27. • Affiliate site with online courses (creative hobbies). • Site has lots of free content to attract traffic and build niche authority Client Characteristics
28. 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
29. 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
30. • 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
31. Client site improved from 1,553 to 7,576 users a week - 387.83% Users Growth Results - Organic Traffic (GA)
32. 5 months in vs last 5 months 63.96% in organic sessions 50.73% in users 52.37% in new users Organic Traffic (GA)
33. Traffic increase 87,554 in the first 5 months to 143,556 in the last 5 months: 50,73% Traffic Growth Organic Metrics - GA
34. Case #2 +27% Traffic (Quick Results) in Vaping Niche
35. 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
36. 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
37. 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
38. Featured snippets are displayed at the top of Google SERPs. They provide users with concise answers to their questions. Onsite Big Win - Featured Snippets
39. 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
40. • 100% Return to original Traffic by December • 80% Return through gathering Featured Snippets • 15% Return through Content Creation • 5% Return through Internal Linking Results
41. Case #3 112% Increase in Revenue Over a 8 Month Period
42. 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.
43. 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
44. 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
45. • 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
46. • 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!
47. Thank You! contact@thesearchinitiative.com