How you can outperform big brands without thousands of SKUs

Transcript

1. How you can outperform big brands without thousands of SKUs VICTORIA ROSCOW DARK HORSE Speakerdeck.com/vroscow
2. X #brightonSEO Searching for answers
3. X #brightonSEO Google says:
4. Smaller Subtitle to add more detail to the project U L I Wh t’s th p int? X #brightonSEO
5. Smaller Subtitle to add more detail to the project Merchant X #brightonSEO
6. Smaller Subtitle to add more detail to the project U L I In th sh d ws X #brightonSEO “It’s sometimes just… the competition is quite strong and it takes a while to… grow”
7. BAD X #brightonSEO
8. D g tal goliaths H H X #brightonSEO
9. “For small and local businesses, "in most cases," core web vitals work should not be at the top of their list.” X #brightonSEO
10. ‘satin lined beanie’ 1,000 searches per month (on average) Position Website Performance score SEO Score CWV Status LCP FCP CLS 1 https://black-sunrise.co.uk/products/soft-grey- beanie-1 70 92 Passed 1.0s 0.6s 0.01 2 https://onlycurls.com/collections/only-curls-satin- lined-beanie-hats 30 83 Failed 2.4 s 0.7 s 0.96 3 https://www.amazon.co.uk/satin-lined- beanie/s?k=satin+lined+beanie 91 64 Failed 1.9 s 0.8 s 0.25 4 https://www.etsy.com/uk/market/satin_lined_beanie 86 91 Passed 2 s 1.4 s 0.05 5 https://thebigsilk.com/products/silk-lined-beanie- hat 43 83 Passed 2.4 s 1.8 s 0.04 X #brightonSEO
11. Website Backlinks Referring Domains Avg. RD Domain Rating SEMrush Authority score Domain Rating https://black-sunrise.co.uk/products/soft-grey-beanie-1 510 113 15 14 12 https://onlycurls.com/collections/only-curls-satin-lined- beanie-hats 146248 698 24 39 51 https://www.amazon.co.uk/satin-lined- beanie/s?k=satin+lined+beanie 228823870 509425 ~16 100 93 https://www.etsy.com/uk/market/satin_lined_beanie 152739963 988750 17 100 94 X #brightonSEO
12. X #brightonSEO
13. X #brightonSEO EEA Ting the
14. X #brightonSEO <alt= “Soft Grey Satin Lined Beanie - Black Sunrise UK Satin Lined Hats. Satin lined Beanie, Hoodies. For children, adults, babies. For those with curly natural hair, sensitive scalps and fragile curls.”>
15. X #brightonSEO
16. Smaller Subtitle to add more detail to the project U L I X #brightonSEO Cat goric lly wr ng
17. A “little bit of content I think is always useful” but “it's not the case that you need to turn it into, kind of, an article about that kind of content.” X #brightonSEO
18. X #brightonSEO
19. X #brightonSEO
20. www.reddit.com X #brightonSEO
21. +100% organic sessions +56% impressions +306% clicks +155% CTR X #brightonSEO
22. Position Website DR 1 OUR CLIENT 24 2 Amazon 93 3 Adventure Bike Rider 48 4 Wingman of the Road 25 5 The Broke Backpaker 70 6 Morotcycle News 74 7 Lone Rider 41 8 Touratech UK 27 9 Louis Moto 34 X #brightonSEO
23. Smaller Subtitle to add more detail to the project U X #brightonSEO ‘King good cont nt
24. https://www.convertize.com/product-descriptions/
25. #brightonSEO Position Website Word Count 1 Dog Snug 1208 2 Dry Dogs 130 3 Back On Track 253 4 Amazon 154 5 Pets At Home 361 X #brightonSEO
26. X #brightonSEO Dog cooling bandana (for dogs) (cools you) (is a bandana)
27. Position Website Backlinks 1 Dog Snug 679 2 Dry Dogs 1295 3 Back On Track 110 4 Amazon 228814243 5 Pets At Home 55569 X #brightonSEO
28. #brightonSEO X #brightonSEO “I would still think about internal linking a lot with regard to these pages, especially maybe from your blog post but also from the rest of the website itself.”
29. Content is KING X #brightonSEO
30. Smaller Subtitle to add more detail to the project X #brightonSEO Divergent SEO works?
31. X #brightonSEO
32. X #brightonSEO DEA TH T O MEDIOCRITY
33. Thank you X #brightonSEO