How to find new eComm opportunities in 5 easy steps

In this talk, Sophie will provide 5 actionable steps to discover new keyword opportunities to target multiple levels of intent, to help grow a site's visibility online. This will be applicable across eCommerce businesses in all niches.

Transcript

1. How to find new eComm opportunities in 5 easy steps Sophie Brannon RushOrderTees speakerdeck.com/sophiebrannon @SophieBrannon
2. 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
3. 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
4. Where Do You Normally Start? @SophieBrannon #brightonSEO
5. Where Do You Normally Start? @SophieBrannon #brightonSEO
6. Where Do You Normally Start? @SophieBrannon
7. Category / Subcategory Pages @SophieBrannon Main head terms = most volume* *most of the time #brightonSEO
8. Category / Subcategory Pages **If you can get it ranking @SophieBrannon Most volume = most traffic** #brightonSEO
9. Category / Subcategory Pages ***depending on intent @SophieBrannon Most traffic = most sales*** #brightonSEO
10. Category / Subcategory Pages ****literally always @SophieBrannon Most sales = happy stakeholders**** #brightonSEO
11. Product Pages Product sales through organic = revenue = ROI @SophieBrannon #brightonSEO
12. Product Pages But consider the longevity of the products @SophieBrannon #brightonSEO
13. Information Architecture Internal linking, quick wins & long term strategy @SophieBrannon #brightonSEO
14. @SophieBrannon
15. But then what? @SophieBrannon #brightonSEO
16. Broader visibility = more relevant traffic @SophieBrannon #brightonSEO
17. People are taking longer to convert @SophieBrannon #brightonSEO
18. @SophieBrannon #brightonSEO
19. @SophieBrannon #brightonSEO
20. You can better collaborate with other marketing channels @SophieBrannon #brightonSEO
21. SERP changes mean you need to be as visible as possible @SophieBrannon #brightonSEO
22. Let’s Dive In! @SophieBrannon #brightonSEO
23. Competitor Analysis & Content Gap 1. @SophieBrannon #brightonSEO
24. Uncover keywords you’re missing out on @SophieBrannon #brightonSEO
25. Don’t just run a content gap analysis through a tool and call it a day @SophieBrannon #brightonSEO
26. Better understand intent behind different terms @SophieBrannon #brightonSEO
27. Bring new categories and products to market @SophieBrannon #brightonSEO
28. Manually review competitor content @SophieBrannon #brightonSEO
29. Think about every stage of the funnel and map the user journey @SophieBrannon #brightonSEO
30. Filters are a hive of opportunity @SophieBrannon #brightonSEO
31. Don’t Forget Your PDP’s! 2. @SophieBrannon #brightonSEO
32. According to the poll, product pages are often prioritized by SEO’s @SophieBrannon #brightonSEO
33. This isn’t always the case @SophieBrannon #brightonSEO
34. Duplicate Content @SophieBrannon No Content Crap Content #brightonSEO
35. @SophieBrannon https://seotesting.com/blog/what-is-a-product-display-page/
36. @SophieBrannon https://seotesting.com/blog/what-is-a-product-display-page/
37. You don’t need 1000’s words of content on a PDP @SophieBrannon #brightonSEO
38. @SophieBrannon #brightonSEO
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40. @SophieBrannon #brightonSEO
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44. @SophieBrannon #brightonSEO
45. Long-Tail Blog Content 3. @SophieBrannon #brightonSEO
46. It’s not just for SAAS! @SophieBrannon #brightonSEO
47. 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
48. Use it to be plugged into the buyer’s journey @SophieBrannon #brightonSEO
49. Monitor industry trends, events, and seasonal changes @SophieBrannon #brightonSEO
50. Consider how users might phrase queries conversationally @SophieBrannon #brightonSEO
51. Build topical relevancy @SophieBrannon #brightonSEO
52. SEO is an assist @SophieBrannon #brightonSEO
53. Big brands don’t disappear from Google @SophieBrannon #brightonSEO
54. @SophieBrannon #brightonSEO
55. Customer Feedback & FAQs 4. @SophieBrannon #brightonSEO
56. @SophieBrannon #brightonSEO
57. @SophieBrannon #brightonSEO
58. That doesn't remove how valuable FAQs are for users. @SophieBrannon #brightonSEO
59. Monitor social channels, forums & online communities @SophieBrannon #brightonSEO
60. Content should always be user first @SophieBrannon #brightonSEO
61. Content Performance Reviews 5. @SophieBrannon #brightonSEO
62. Biggest wins can come from understanding your existing performance @SophieBrannon #brightonSEO
63. @SophieBrannon #brightonSEO
64. Identify high performing pages that could do with a little push @SophieBrannon #brightonSEO
65. Does this include everything my customer would need to know, if this is the first page they see? @SophieBrannon #brightonSEO
66. Regularly review strategy to pick up changes in intent, performance, and search landscape @SophieBrannon #brightonSEO
67. Summary @SophieBrannon #brightonSEO
68. Summary Where you start will be unique to your site @SophieBrannon SGE is bringing more prominence to PDPs & blogs & branding #brightonSEO
69. 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
70. Summary PDPs are your core conversion point, optimize it! @SophieBrannon Build topical relevancy through your blog #brightonSEO
71. Summary Build brand awareness & EEAT through your blog @SophieBrannon Remember, big brands don’t get lost on SERPs #brightonSEO
72. Summary Leverage customer service teams, product merchandising & other departments for FAQs & user-first content @SophieBrannon #brightonSEO
73. 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
74. @SophieBrannon Thank You!